This powerful question will help you sell Value!

In B-to-B selling, salespeople sell to businesses that have customers. The services or products they offer often have to do with the services or products their (potential) customers sell.

I often coach salespeople in the field, and this practical experience helps me experiment and try different approaches during sales calls. There is one experience I went through, which lead me to the title and content of my posting of today.

Some years ago, I joined a salesperson in Germany for a day in the field. His planning for the day contained a prospect who showed interest in the products he was selling.

During the ride, I asked him what his objective for the meeting was and what made the prospect agree on the appointment. He answered that price was most important and secondary, the product specifications.

The meeting was attended by the owner, the commercial manager and the technical manager. Technicalities and price dominated the conversation. The salesperson was solely focused on the technical manager. Next to that, not one compelling reason to buy his products was uncovered. At a particular moment, the discussion became so dull that I decided to interfere. So, I stepped into the conversation and asked the owner the following question:

“Please tell me what type of customers you sell to and why they buy from you?”

The gentleman looked at me surprised and answered the following:

His father started this business more than thirty years ago. He went on to tell us how the company developed. Their market consisted of users of heavy machinery for farms, trucks and transport. They would be available 365 days a year to service their customers. Their customers bought from them because of their service, involvement and quality of products.

I then asked him: where does price play a role? “Nowhere,” he said. “We don’t compromise on price or service. And our customer retention is extremely high!”

I looked to my coachee and said: “Please continue about how we can add to their success”. Astonished, he pulled himself together and followed through on the customers of his prospective customer.

Conclusion: Find out who your prospect’s customers are and why their customers buy from them. When you get to know that, find out how your solution can help them develop their business more successfully. There is where selling value starts to add to your success story!

How did the meeting end? The order was placed, and we got a tour of the warehouse and technical department. After that, my coachee treated me to a wholesome German dinner consisting of flammkuchen, schnitzel (my favourite) and gebackenen Kartoffeln.

Selling value can be taught and will improve your margins. If you are ready to join us on a journey to enhance selling Value, contact me here to plan a call. You can also book a call with me here.

By phone, you can call me here:

31 (0)642713033

Want to sell on value instead of price? Sell to the C-level!

One of the most challenging activities for salespeople is getting appointments with C-level managers. At this level, managers are tough to approach and won't quickly agree on a meeting.

The question then arises, why would you try to get an appointment at this level. You can easier call and get an appointment with a professional buyer within the prospective organisation and try to sell.

Well, there is an excellent reason why you should consider trying: selling to C-level managers is often more sustainable because their decision-making process is different to those of professional buyers.

Why? Let's look at the differences between C-level and professional buyers.

The differences are more straightforward than we might think.

C-level managers usually make decisions based on other criteria than those of most professional buyers within organisations.

At C-level, managers often look at the following aspects:

The organisational strategy, long-term effects of the purchase, company objectives to be met, growth perspectives, competition, and the purchase fit with workers, users, influencers, etc.

At the level of professional buyers, price plays a critical role next to quality. The average buyer might have less insight into what the C-level might find important. But they are very good at negotiating price!

So, when the salesperson establishes a good understanding with the managing director or Vice President, it makes it easier to sell them on value. Afterwards, if you have to deal with procurement or purchasing, chances are, you might have a stakeholder at the top who is aware of the value you are selling.

I'll share some examples here to clarify:

1. If you are selling cybersecurity solutions, your conversation with the IT person would be about technicalities and price. With the company's CEO, your discussion would be about the risk of data leakage and its impact on public image. Guess what impact you will have.

2. Supposing you are selling healthcare products to a healthcare organisation. If you are dealing with the procurement or purchasing department, chances are their focus would be on quality and price. If you were talking to the Managing Director, you might be talking about patient's care and the impact on their convenience. If you ask the right questions, you could also focus on the working conditions of nurses and how the use of your products could impact this.

3. In a situation where you sell a diversity of (non) alcoholic beverages to restaurants chains, you would be discussing taste, assortments and type of guests. With C-level managers, you could help them grow their business, looking at strategies, customer retention, attracting new guests, etc.

In all three examples above, when talking to C-level, the long term effects and value of your offering would impact your chances for success and "stick" much better! In the end, you could end up creating a customer for life!

To become the C-level manager's most trusted advisor, you need to develop skills and mindsets that will help you discuss at the C-level. Here are some recommendations:

• Change your focus from products to solutions.

• Understand what is essential for top managers.

• Research your prospect and get under their skin and in their shoes.

• Ask (open-ended) questions conversationally and listen with your ears, nose, mouth and skin.

• Have a sales process in place and use it.

• Last advice: do not manipulate, but understand, react and offer the best solution!

Are you ready to approach managers at C-level and sell value? Would you like to know more about how to develop your sales capabilities? Contact me here or call me at +31 (0)642713033. I'm happy to assist!

P.s. in one of my next postings, I’ll tell more about how to reach C-level managers and get the appointment.

Book a call with me here: https://calendly.com/robert_peterson/30min

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