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Your Value Proposition: How Is it Different or Better?

The #1 barrier to meeting sales quota is the inability to articulate value. That’s according to SiriusDecisions, which surveyed hundreds of B2B sales managers.

As a sales professional, you work in an environment where your competitors may be able to match you in price, product quality, and even features and benefits. So, how do you convince a potential customer to buy from you?

What I find surprising is that even senior salespeople struggle with articulating their value proposition. It is all too easy to fall into the trap of promoting products instead of intangibles like experience, know-how, and thought leadership. Customers want salespeople who provide a product or service that they need at a price that they consider a good value.

With my current role, I have witnessed dramatic changes in B2B selling as the availability of information has created more sophisticated and informed buyers. In the past, customers relied on me to provide them with information. Now, customers want salespeople to validate information that they’ve discovered on their own.

In representing Richardson in the Asia-Pacific region, I have the privilege to partner with global companies that have increasing significant presence in Asia to execute with precision in complex selling situations, replicating best practices that virtually guarantee results and incremental sales.

Where most companies have traditionally invested in their teams on product sales training, progressive companies are now molding their teams on how to look through the customer lens and bring business value to the table when and how the prospect wants it.

Realizing this transformation can’t be accomplished on a region-by-region or team-by-team basis. Leading companies have built ambitious sales transformation initiatives to rethink core areas, such as sales readiness (talent assessment, onboarding, and sales process), sales development (training, process adoption, and change management), and ongoing sustainment of the behavioral and process changes across their entire global organization.

Richardson’s emphasis has always been on time-tested, customized solutions that are necessary for sales professionals to establish sales best practices, evaluate talent, and build capability and consistency in order to sustain long-term behavior change.

World-class sales professionals adopt a customer-centric approach, moving beyond products to providing a value proposition that can help establish a long-term sustainable, strategic business partnership.

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