Posts Tagged ‘Value selling’

Tech companies: Sell customer value rather than products

July 22, 2013

Sell customer value propostions rather than productsDuring our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).

While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.

Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.

Does this really matter in our quickly-evolving technology marketplace? (more…)

Want to sell more? Make it easy for your B2B customers to buy

June 25, 2013

Want to sell more?In a recent article we discussed the power of consultative value selling for jointly exploring and creating more relevant customer propositions that offer personalized value.

While this powerful technique is especially suited for complex offers and relies on direct interactions with prospective clients, it requires a sales force skilled in the practice of identifying and selling value to clients. More importantly, it is part of a larger, customer buying-decisions process that spans various distinct yet interrelated steps.

In order to help clients make the best decisions when buying, companies must provide a relevant, streamlined process anticipating the multiple demands and requirements of the various client stakeholders involved in the decision-making process.

Anything else will result in confused and frustrated prospects that may eventually turn to a savvier competitor when buying. (more…)

The power of consultative value selling: Get from “maybe” to “yes”

April 11, 2013

The power of consultative Value Selling. Get from maybe to yes.Today’s technology companies use different commercial approaches to attract clients, with some more effective than others.

Examining most commercial pitches reveals consumer and business propositions that are constructed in one of the following ways:

  • Direct sales propositions focus on the features and characteristics offered to clients by a product or service. (e.g. a PC with 2GHz processing speed)
  • More on-point client proposals focus on the practical benefits that clients can receive from buying a given product or service. (e.g. a quicker and higher performing PC)
  • Even more relevant propositions highlight the favourable points provided by an offer relative to the next best alternative. (e.g. a quick and high performance PC offering more choice of software than a Mac)

However, the most client-driven proposition is one that resonates with a customer’s particular needs and demands, offering them what they really value. (e.g a PC that provides “the right mix of performance, design and value-added services to meet your everyday demands.”)

Designing and selling a custom client value propositions is especially applicable for complex offers, where clients have a lot to consider, and for uncertain times, where they may need to be fully convinced before buying.

So how can companies get more clients from “maybe” to “yes”? (more…)