Research says that 70% of sales decisions are made to solve problems, while 30% are made to gain something.
So, our job is not only to help customers identify the depth and breadth of needs that exist – but also to give them new ideas to gain more and solve problems in innovative, cost-effective ways.
Value is shaped through the dialogue salespeople have with their customers every day. Today, a sales process is a series of dialogues conducted throughout the year.
Each interaction should provide value to the customer, providing new insights, experiences, ideas for innovation and ways to cut costs, improve efficiency and increase both top and bottom-line profitability.
Questioning alone, even thought-provoking striker questions is not enough. Customers today require continuous improvement and seek ways for their suppliers to move from vendor and supplier status to true partnership through joint problem-solving and the sharing of new ideas for innovation and growth.
High performing salespeople know that to differentiate themselves, their company, and their solution, they must provide “Nuggets of Value” to their customers.
Nuggets of Value are unique pieces of information which help customers better understand not only the scope of their needs, but also the challenges that exist, and the different options available to them.
Insights about the marketplace, industry, and competitors
Identification of challenges to growth and/or profitability
Ideas for innovation and creativity
Potential problems or pitfalls, with alternatives for avoiding or solving these problems
New ideas for growth
Ways to cut costs and add margin to the bottom line
Ideas for working more effectively with other suppliers
With all of this in mind, when do you know that the Nugget of Value has truly made an impression with your prospect/customer?
Here are some things you may hear that indicate that you’ve provided unique value:
What about in a face-to-face or video chat conversation? How can you tell from your customer’s body language that you are providing real value?
Here are some things you may see that indicate that you’ve provided unique value:
To provide meaningful insight to your customer, where do you look for that data?
Here are some resources that available to you that may help you provide unique value:
Our own broader industry knowledge and experience – without giving away any confidential information
Industry blogs, industry groups.
Remember, sales professionals have to create a different relationship with customers by providing more value than our competitors.The best Nuggets of Value are those that not only provide value to the customer but also differentiate you, your company, and your solution.