Great write-up. Some questions for you, and these are ones that I myself also struggle to understand and correctly execute:
- How do sellers communicate value to buyers?
- How do buyers perceive value?
- How can sellers increase their buyers’ perception of value?
The way I’ve been approaching these questions has been to try and see myself through the eyes of my buyers and to write for their perspective, not mine. For MANY professionals who have to sell their products, programs, or services, the #1 challenge which must be overcome in order for anything else to happen in the sales process is to establish value. If the salesperson can’t establish value, then nothing else matters because the buyer will never pay for the offered product, program, or service.
A friend who talks business with me on occasion asked me such a question - How do you establish value? - and to be honest I had a hard time answering because I thought I had it all nailed down. I mut be doing something right because my sales are quite good, but pressed to say exactly what I was doing, it was difficult to say so with precision.
So, as another entry in the UPYOUR series, would you be interested in discussing how sellers can communicate value? Surely this is a lot to do with offering products, programs, and services that align with buyer’s needs and desires, but how can sellers make the best presentation in the limited space available to help buyers perceive value?