Michael Epps Utley 
Why do salespeople have such a bad rap?
Traditional sales pitching often lacks a value-based approach, resulting in a lack of interest.
The traditional method of pitching offering after offering does not use value-based selling, which people prefer.
Whether in a cold call, demo at a trade show, or in-person meeting, an over-rehearsed series of qualifying questions with a solution for every possible answer can seem overwhelming to prospective buyers. It can send them to a competitor even if they need or desire your product or service.
This guide explains value-based selling and how it can help your business close more deals.
Value-Based Selling: The Basics
Value-based selling is about connecting with the prospect and demonstrating the value of your solutions to them. You have a greater chance of generating genuine interest in a buyer if you make an effort to understand their needs and challenges and use that information to explain why your product or service is valuable to them.
When you use value-based selling, you not only increase the likelihood of making a sale, but you may also increase your margin because people see the value of what they’re purchasing.
If you listen to the potential buyer, you increase their confidence in you and your understanding of what they’re dealing with, which makes them more open to your recommendations.
Put another way, prospective purchasers may not want to be directly sold to, but they do want your help and support. You just have to deliver it correctly.
The Hard Truth: Customers Know What They Want…Usually
With all the information readily available online today, it’s likely that a prospect already knows all about what you offer. Even if they don’t know everything, they’re probably farther along the sales process than you expect.
Start by identifying the problems your prospects face or what is preventing them from purchasing. Uncover information that will help you emphasize the value of your offer to them and frame your price based on that. It will make your prospects feel understood and validated and get them excited about making a purchase. Then you can fill in any gaps the customer might reveal.
Value-Based Selling: How to Do It
Start by considering all the possible problems and issues prospective buyers have asked you to address. Then, figure out how your offerings solve them through the lens of value. Think about how they improve people’s lives rather than flashing a list of features.
For instance, don’t discuss the power level of the motor in a mixer. Instead, explain how it makes baking easier and more enjoyable.
Tip: If you find it challenging to uncover buyer pain points and needs, develop tools like quizzes, surveys, and interactive sales presentations to support your conversations. These sales support materials are also helpful if shoppers struggle to articulate the issues they’re dealing with.
Value-Based Selling: The Bottom Line
People today don’t want to be sold to, even if they’re motivated to buy. They prefer to be supported. Value-based selling forces you to do just that. It makes you take the time to uncover consumer pain points so you can thoughtfully explain the value your offerings deliver in resolving them. It’s a sure way to generate more high-value sales.
Ask yourself: Can you afford to continue to engage in highly promotional, pushy selling when it’s clear that this is not what buyers want?
Check it out: Six things you should never say if you want to close deals.
