What is ValueSelling?
Sell Value Not Price
Julie Thomas, President & CEO
ValueSelling Associates
June 11, 2008
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of ValueSelling Associates. Its receipt or
possession does not convey any rights to
reproduce or disclose its contents or to
manufacture, use, or sell anything it may
describe. Reproduction, disclosure, or use
without specific written authorization of
ValueSelling Associates is strictly forbidden.
©2008
ValueSelling Associates, LLC
Agenda
Defining the fundamental components of
ValueSelling
ƒ
Work Smarter, Not Harder
How to grow the size of each
opportunity
How to leverage your prospect’s buying
process to shorten your sales cycle
©2008
ValueSelling Associates, LLC
Current Situation
Creating Opportunities is
Difficult
High Levels of Scrutiny on
purchases
• Crowded markets – many
alternatives
• Required Sign-off levels
have risen
• Economy in decline –
costs being cut/projects
cancelled
• Risk Aversion
• Prospects weed out “nonplayers” faster
©2008
ValueSelling Associates, LLC
• Cost and Value are equated
The ValueSelling Framework™
ValueSelling is a proven sales methodology.
It provides sales organizations with a
executable process to improve sales
productivity.
©2008
ValueSelling Associates, LLC
ƒ
Principles
ƒ
Tools
ƒ
Skills
ƒ
Best Practices
ƒ
Common language
The foundation: ValueBuying Process™
BUSINESS
BUSINESS
ISSUE
ISSUE
Confirm
Confirm
Differentiated
VisionMatch™
PROBLEM
PROBLEM
VALUE
VALUE
SOLUTION
SOLUTION
POWER
POWER
PLAN
PLAN
QP = VisionMatchD x Value x Power x Plan®
©2008
ValueSelling Associates, LLC
The Flip Flop Approach
Understanding what causes people to “Listen”
Reverse Engineer your Dialogue to Get their Attention
ƒ Connect your solution to the prospect’s problems
ƒ It is all about them…not us!
Applying your competitive advantage in the context of the
prospect’s reality
©2008
ValueSelling Associates, LLC
Fundamental Principle
People need a reason to
change.
©2008
ValueSelling Associates, LLC
The relationship
1. Business Objective: Typically, increase revenues and profits…
sometimes market share
2. Business Issue: High level impediments to the business
objective: Time to Market, Cost Management, Quality,
Competitive Pressures, etc...
3. Problem: The specific difficulties that prevent the business issue
from being addressed or resolved. People, Process, Technology
4. Value: The tangible or intangible results accrued by
resolving the problems and the business issue--Business
and Personal
Business Value is created by resolving/impacting
business issues
©2008
ValueSelling Associates, LLC
How to Differentiate Yourself
Expand your buyer’s requirements to
prioritize your unique capabilities over
your competition
Develop the business and personal value
of your key differentiators in the mind of
your customers
Develop concrete answers to your
customers key business issues with you
©2008
ValueSelling Associates, LLC
Competitive Differentiation Defined
“Different” is a tally of your unique
capabilities
“Differentiation” is successfully
connecting your unique capabilities to
the prospect’s problems
SO WHAT?
©2008
ValueSelling Associates, LLC
Five Areas of Differentiation
Capabilities
Convenience
Terms and Conditions
Risk Mitigation
Price
©2008
ValueSelling Associates, LLC
Competitive Differentiation
Lack of differentiation very seldom indicates
poor product functionality or service
limitations.…
It usually means we failed to find out what
was important about our unique capabilities
to the customer’s business
In today’s fast-paced competitive market a
customer rarely figures that out for
themselves
©2008
ValueSelling Associates, LLC
Differentiated Value
People make emotional
decisions for logical reasons.
It has to matter!
©2008
ValueSelling Associates, LLC
Who defines the Value?
The Prospect/Customer!
It is unique to each of us
People buy what they think a product
or service will do for them
We all tune in to “WII-FM” for our
motivation
©2008
ValueSelling Associates, LLC
Things to keep in mind
Business Value is Customer Specific
Personal Value is individual
Two people/organizations can and do
make the same decisions for different
reasons
Our job is to connect to their value, not
profess it
©2008
ValueSelling Associates, LLC
Qualification as Process
Should I buy this solution?
Is this solution worth it?
Do I have the authority?
Am I convinced?
©2008
ValueSelling Associates, LLC
Summary
Business Value is accrued by resolving a business
issue
Personal Value creates motivation
Mastering ValueSelling can:
ƒ Shorten your sales cycle
ƒ Increase your average deal size
ƒ Improve your executive credibility
ƒ Decrease time wasted on unqualified prospects
ƒ Improve forecast accuracy
©2008
ValueSelling Associates, LLC
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ValueSelling Associates, LLC
ValueSelling Associates Key Updates
ValueSelling: Driving up Sales One
Conversation at a Time
Available at:
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ValueSelling Associates, LLC
Next Webcast
July 9, 2008
9:00 am Pacific Time
Fill Your Pipeline: Finding
And Pre-Qualifying Prospects
©2008
ValueSelling Associates, LLC
To Contact ValueSelling Associates
Julie Thomas, President and CEO
ValueSelling Associates
[email protected]
858.759.7954
Comment on my blog: www.valueselling.com/blog