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SELL THE DIFFERENCE: Establishing your Unique Solution Value

The Buyer’s Journey: Why Change? > What To? > Why You?

Posted by Bob Apollo on Wed 13-Jan-2016

It’s awfully hard for many sales people to resist the “itch to pitch” when they come across a prospect that seems a perfect fit for their solution. After all, why would they want to hold back? It turns out that there are many compelling reasons why rushing to present your solution is a really bad idea.

Closing a sale in one call might be possible in some transactional sales environments - in fact it may be the only economic way of dealing with low-value opportunities. But in complex, high-value buying decisions, the last thing most prospects are interested in at the start of their buying journey are the fine details or unique capabilities of your solution. Here’s why

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Why it's time to STOP "Adding Value"

Posted by Bob Apollo on Thu 8-Oct-2015

It’s probably the most commonly proposed response to price pressures and commoditisation: if we’re not prepared to cut our prices, we had better add more value for the customer. It’s a reasonable objective, but the sad truth is that most so-called “value-added” strategies simply add cost and complexity without making the offering any more desirable to the customer. In fact, they often have the opposite effect.

It might be a good idea to start by defining exactly what we mean by value. For many product-focused organisations, it’s seen primarily in terms of adding incremental functionality without adding much or anything to the price quoted to the customer. But that’s not how the customer typically views it...

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The fundamental principles of value-based selling

Posted by Bob Apollo on Tue 21-Jul-2015

It’s a sad fact that today’s average B2B sales person is still far more comfortable talking about their products than they are discussing business issues. However the average B2B buyer regards a sales person’s relevant business knowledge as being far more valuable than their ability to regurgitate product features, functions and benefits.

This terrible mismatch has profound consequences. It should be no surprise that on average 87% of the revenues in complex B2B sales environments are being generated by just 13% of the sales population. Needless to say, the gap between the best and the rest is far narrower in best-in-class sales organisations. What sets these top performing organisations apart?

There’s abundant evidence to suggest that one of the most significant differences lies in their ability to systematically create unique value to their customers through the disciplined application of value-based selling techniques across their entire sales and marketing organisation. And the results can be seen in top line revenue growth that far exceeds market averages.

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