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What Is Value-Added Selling?
Almost every business claims to have better people, better service and more technical knowledge than all their competitors. The trouble is, their competitors often say the same thing. And they can’t all be right.
This factor then becomes even murkier when you ask sellers what they consider value-added. Some claim that their clients require more frequent visits, while others believe that this is their experience.
However, one thing that defines value in the eyes of the customer is overlooked by most salespeople, and that is that value to the buyer can only be defined by the customer, not the supplier. Because it doesn’t matter what the seller thinks about value, it only matters what the customer believes, and because customers don’t always think the same way, the operational definition of added value varies from customer to customer.
Do you understand value-added sales?
Unfortunately, most salespeople don’t because value-added selling is more than just a sales concept or some new sales technique. Many of the people I’ve talked to seem to think they know what it is, but in most cases they don’t understand what value-added selling actually is.
The reality is that value-added selling is a way to improve an end-to-end solution for a prospect that tends to promise a lot, but in fact, when handled with only the needs of the buyer in mind, usually delivers more – usually exceeding the customer’s expectations.
Simply put, value-added selling is an active way for a salesperson to personally take the initiative to add value. In essence, this is handled in a similar way to a professional pre-objection, creating more value up front so that price becomes less of an issue in the sales process.
Value-added selling is simply a seller’s way of doing things based on trust, because trust is the foundation of relationships. The philosophy here is simple: if two people trust each other and want to do business with each other, they will work out the details. Buyers may prefer brands, but they will give their loyalty to people they like.
Value-added selling is about wanting to achieve win-win outcomes for both the buyer and the seller, however transactions should be more about the buyer than the seller because that is their problem; their money and the decision they have to live with.
Also, value-added selling should be about the customer, not the salesperson. If the seller defines value from the customer’s perspective, he is willing to pay a little more. But if the seller imposes “value” on the customer, the seller pays for it at a larger discount.
Because of this focus on customer value, value-added salespeople approach selling by looking for where they can help achieve the greatest impact on the customer’s business. By doing this, the salesperson helps the buyer achieve a higher level of success because the salesperson’s first-rate attitude is an important motivator of customer satisfaction, loyalty, and retention.
If the seller understands these principles, he will also know that if he sells only goods, he opens the field to competitors. Caring salespeople, on the other hand, add value through their problem-solving skills, knowledge, ability to complete tasks, and initiative.
THE ROLE OF A VALUE ADDED SELLER
In traditional sales, salespeople focus on finding new business. In fact, some are so obsessed with finding new business or developing new opportunities that they often ignore existing customers in the process. While salespeople focused on customer satisfaction will monitor them, and during this monitoring they discover additional business opportunities.
The value-added salesperson’s role evolves throughout the sales process and aligns the buyer’s needs with broader business opportunities by cross-selling complementary products or services. While traditional salespeople focus on selling products, value-added salespeople focus on solving problems.
Perhaps it is better to say that where a traditional salesperson would try to create a buyer’s needs in order to sell a product or service, value-added salespeople on behalf of the customer, on the other hand, seek to understand the buyer’s needs and act accordingly, and while traditional salespeople mainly focus on in closing deals, those salespeople who focus on adding value are the ones who want to make a difference for the customer.
The fundamental difference between the two groups is that the primary focus and selling skill for traditional salespeople is diminishing, while the primary focus and selling skill for value-added salespeople is listening and adapting what they’ve heard to the customer’s core needs. and choosing the right solutions – be they product or service oriented solutions.
Here are some value-added recommendations
By applying value-added as a sales concept, today’s effective salespeople will not only need to establish much more positive business relationships with everyone they work with, but they will also need to improve their current skills in asking questions, listening constructively, and understanding the best ways to satisfy deep needs of their customers.
These are the same salespeople who want to understand what each customer values, and then can work to apply creative solutions to what those customers value in their day-to-day operations. Only then, and only then, will the customer view the salesperson as a worthwhile and effective value-added salesperson.
But the most encouraging thing is that each of these value-added selling skills can be learned. That’s right, learned behavior that we can all benefit from. The fact is, no one was ever born with the ability to ask insightful questions, create positive relationships, listen constructively, or even develop creative suggestions and solutions.
Remember, there has never been a natural born salesperson and there never will be. Some think they may have innate sales talents, and we’ve all met plenty of them, but on closer inspection, they’re usually fast-talking bullies with unethical behavior, and most of them anyway will not last long in the field of sales.
The good part here is that the knowledge and processes applied by the best and most effective value-added salespeople can also be taught to anyone in sales today. Then, once the minimum level of knowledge is achieved, these same (now retrained) salespeople can continually refine these more advanced behavioral skills throughout the rest of their sales careers – and over time will improve at optimal customer service.
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