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The majority of sales managers spend too little time coaching their salespeople on value expression. That’s one of the reasons why closing rates run at around 15.0% to 20.0%. Many companies struggle with how to express the value they bring to their customers in terms those customers can understand. The reason is that managers themselves usually don’t understand their value and aren’t working with salespeople to articulate it. Make a list of all the problems you solve for customers: It should be easy to come up with 10 to 15 things. If it isn’t easy, get on the phone with customers and ask them what problems you have solved for them – and then write them down Craft your value message around those problems, not the solutions to the problems Use stories that explain what life was like for your customers. For example, explain what challenges they faced, before your solution. Then, describe their situation now that they have implemented the solution you delivered. Stick with the facts. Too many salespeople tell stories about how they were the knight who rode in on the white horse, saved the day and now are the customer’s hero. But that’s not the way to tell stories that resonate with prospects. Being straightforward and factual will gain far more credibility Remember: Most people in sales view it as a numbers game. Their philosophy assumes a certain closing percentage – the more people you contact the more sales you make. Instead, think of selling as a value game. The better you can express your value, the more sales you’ll close. |
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