Most Firms Don't Really Sell Value

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In a BNet.com interview with sales trainer, Jeff Thull, author of "Mastering the Complex Sale", he makes the point that most companies do not do a good job of selling value. They promote lists of features and leave the recognition of how that benefits the buyer to the customer himself. He suggests a different approach.

Suggesting most companies communicate value at the product level – how their product or service performs its specific task better in some way than other options – Thull identifies three levels of value. He defines them as (1) the product level, (2) the process level and (3) the final customer benefit level.

He makes the point that simply promoting a long list of your product's or service's advantages may in some cases do you more harm than good as the customer can perceive this solution as too complicated and back away. Or as not significantly different from other competitors who typically work from the same list.

He instead recommends expressing value in terms of how your solution impacts your customer's ability to better serve their customers. Limiting the focus of the presentation to fewer points that are clearly expressed in terms of performance metrics within the customer's business.

He cites an example of a Shell Oil division who changed the way they expressed value in the sales process and went from $150 million in revenue produced by 110 sales people to $750 million produced by 44 sales people in a period of five years.

This is a great example of what a brand really is and can do. It defines the value your company, product or service brings to the table in terms that position it to deliver on the aspirations and objectives of your audience.

To read the full interview, click here.

To talk to someone about helping you raise the value of your brand to a higher level, contact us today by e-mail or phone, 903-534-5220.