Value Discovery and Selling: The 11-Step Framework for Sales Leaders

Value Discovery and Selling: The 11-Step Framework for Sales Leaders

About this Podcast

Join our Digital Colleagues, AIvanna Nova and Alex Dobby as they explore the essential aspects of Value Selling. Our goal is to equip you with a clear understanding of how this approach can transform sales strategies and enhance customer engagement. We delve into key topics that illustrate how adopting a customer-centric framework can lead to more effective sales conversations.

The podcast covers:

  • Overview of Value Selling: Introduction to the concept of value selling and its relevance in modern sales environments.
  • Value Hypothesis: The importance of crafting a value hypothesis tailored to the specific needs and pain points of potential customers.
  • Lead Qualification: Techniques for effectively qualifying leads beyond traditional methods, focusing on understanding customer needs and readiness for change.
  • Outcome-Centric Sales Cycle: Initiating conversations focused on desired outcomes rather than product features, emphasizing the customer’s goals.
  • Uncovering Business Challenges: Strategies for identifying deep-seated business challenges that customers may not recognize themselves.
  • KPI Impact Alignment: Linking customer challenges to key performance indicators (KPIs) to quantify the impact of solutions offered.
  • Co-Creating Business Cases: Involving customers in the creation of their business case to foster trust and ensure alignment with their needs.
  • Empowering Internal Champions: Identifying and equipping internal advocates within customer organizations to promote solutions effectively.
  • Negotiation Techniques: Approaching negotiations as collaborative discussions focused on mutual value rather than adversarial bargaining.

Episode Transcript

Alex
All right, listeners, ready for a deep dive. Today we’re tackling value selling head on.

AIvanna
Yeah, it’s something we’ve been getting a tonne of requests for.

Alex
Especially from all of you out there and go-to-market roles. You know driving that revenue and you’re ready to ditch the old transactional sales playbook.

AIvanna
Right. Time for something new.

Alex
For a more customer-centric approach, right. And that’s where this framework we’re looking at today comes in. It’s called “Value Discovery and Selling” – 11 steps to really get you there.

AIvanna
Absolutely. And it’s really exciting to see this shift happening. In the sales world. Buyers are getting so much smarter, they don’t just want to hear a product pitch anymore. They want to know the why behind the solution.

Alex
Well, why?

AIvanna
How is it going to help them? How is it going to deliver measurable results? And that’s what we’re going to unpack.

Alex
So we’re treating each customer as if there are only customer or I mean that’s what it sounds like. Yeah, but how do we actually do that? Step 1- in this framework talks about “value hypothesis”. Value hypothesis – I like the sound of that. What exactly is that?

AIvanna
Value hypothesis. Think of it like this. It’s a guess, an educated guess about what your prospect values the most. Instead of just sending the same message out to everyone, right, you tailor that outreach based on their industry, their specific role, what’s going on with their company, what are their priorities.

Alex
OK. Just give me an example.

AIvanna
Sure. Imagine you’re selling marketing automation software instead of leading with all the bells and whistles, all the features. You start with a hypothesis like: This company is struggling to personalise their customer journeys at scale and because of that they’re seeing lower conversion rates.

Alex
Oh, OK, yeah, you’re getting them intrigued. You’re already thinking about their pain points before you even talk to them, but how do we even figure out what that hypothesis should be?

AIvanna
Well, no mind reading required. I promise. It all comes down to doing your research, leveraging those online tools, right?

Alex
OK, good. OK.

Alex
Uh.

AIvanna
Industry reports, competitive analysis, even their social media activity. Oh, yeah. Are they complaining about something online?

Alex
It’s an interesting.

AIvanna
Are they hiring for roles that signal a specific need?

Alex
Ah, I see. So it’s like detective work. Almost. You’re building a case before you even get in touch. I bet that really makes you stand out from those generic cold calls and emails.

AIvanna
For sure. And remember prospect engagement, that’s step one. It’s about more than just getting a meeting.

Alex
OK.

AIvanna
You want to provide value right from the start.

Alex
I like that.

AIvanna
So, think about maybe offering them a self-assessment tool. Calculator. Even a short video, something that addresses their potential challenge.

Alex
So give them a taste of what you can do. I love that so much more collaborative, so much more consultative than just the hard sell. OK, you got their attention. Now how do we know if they’re actually a good fit?

Alex
Step 2 is lead qualification and conversion. This is where we get down to business.

AIvanna
Exactly. Gotta separate those tyre kickers from the serious buyers and this is where we go way beyond that old Bant framework.

Alex
Oh yeah. OK, remind me Bant.

AIvanna
Budget authority, need and timeline, right? We’re not just checking boxes anymore. It’s about assessing their potential.

Speaker
Right.

Alex
Gotcha.

AIvanna
For value realisation.

Alex
Value realisation, I think.

AIvanna
Do their needs actually align with what our solution does?

Alex
Yeah, that makes.

AIvanna
Sense do they have the resources the internal buy in to actually make a change?

Alex
Because we could have the best product in the world, but if they’re not set up for success, it’s a recipe for disaster.

AIvanna
Exactly. Right. Frustration on both sides.

Alex
No. Yeah, absolutely. So how do we know if they’re ready for this change?

AIvanna
Well, instead of just trying to schedule a demo, our BDRs are having these strategic conversations, asking questions like what are your goals this year, what standing in your way? have you tried other solutions, what happened?

Alex
Wow, OK, those are not your typical qualifying questions. You’re really getting to those deeper challenges, painting a picture of what success could look like, but that means our BDR need a really deep understanding of the solution we’re offering, right.

AIvanna
Yep. Exactly. Absolutely, you got it.

Alex
So it’s more training for them.

AIvanna
Yeah, maybe shadowing senior sales reps, giving them access to customer success stories, you know, really getting them comfortable with these conversations.

Speaker
Mm.

Alex
OK, so we’ve got the prospect engaged. We’ve qualified them based on their potential for real results, time for Step 3. Initiate outcome centric sales cycle. I like where this is going.

AIvanna
Yeah, this is where things start to get really interesting.

Alex
I’m intrigued.

AIvanna
Instead of kicking off that sales conversation, talking about our product, right, we lead with their desire outcomes. OK, it sounds something like. Based on what we’ve talked about, we think you’re trying to achieve X and you’re running into Y&Z along the way. How can we help you get there?

Alex
O, we’re really reframing the whole conversation around their world, their needs. But if we’re not talking about our product first, how do we even bring it Up?

AIvanna
Yes. Remember that value hypothesis we’re talking about? That’s our springboard instead of our software. Does this and that it’s more like we’ve worked with other companies facing similar problems an here’s how we help them succeed.

Alex
OK, so you’re teasing the solution, not giving it all the way at once.

AIvanna
Exactly.

Alex
I see peaking their curiosity positioning yourselves as a problem solver, not just trying to make a. Ale, I’m liking this approach more and more, but let’s be real. Uncovering those deep seated business challenges, that’s Step 4. It’s not always easy. Yeah, they might not even realise what the root of their problems are.

AIvanna
Right. And that’s where our expertise comes in. This step is all about differentiation through teaching. We’re not just asking questions, we’re guiding them toward a better understanding of their own business, helping them connect the dots between those symptoms and the root causes.

Alex
Interesting. O you might be revealing insights that they hadn’t even considered. So you’re acting like consultants, almost bringing all your knowledge and experience to the table. But what if they think they already have?

AIvanna
Exactly. In a way.

Alex
The answers.

AIvanna
That happens sometimes. That’s one storytelling analogies. They become super powerful, say a customer struggling with inefficient processes instead of our software can automate that. You could tell them about another company, maybe one that was drowning in manual tasks, and how automation transformed everything.

Alex
Mm hmm. Right. Increased productivity cost savings. OK, so you’re giving them a vision of a brighter future where their problems are gone, but stories aren’t always enough to convince those data-driven decision makers.

AIvanna
Exactly. Yes.

Alex
That’s where Step 5 comes in. A line on KPI impact outcomes, right. Got to bring in the numbers.

AIvanna
Yes, that’s right. The numbers got to quantify the impact of those challenges. OK, you know, all those KPI is your customer cares about revenue growth, customer lifetime value, churn rate, whatever it is.

Alex
Right, right.

AIvanna
We need to figure out which ones are being hit hardest by those challenges, and then we show them the financial impact, the operational impact.

Alex
So it’s not enough to just say, hey, these inefficient processes are costing you money. We need to say your current processes are causing a 15% decrease in sales productivity. Which means you’re losing an estimated $500,000 every year.

AIvanna
Exactly. And then, of course, you show them how our solution can improve those KPIs.

Alex
Right. The flip side.

AIvanna
By automating your workflows we can help you increase that sales productivity by 20%. Potentially adding $650,000 back to your revenue.

Alex
OK, now you’re speaking their language. They love seeing those concrete numbers, but how do we make sure we’re focusing on the right KPI’s?

AIvanna
Right.

Alex
We don’t want to go down a rabbit hole that isn’t really relevant to them.

AIvanna
And that’s why those early conversations are so crucial.

Alex
Right back to those initial discovery conversations.

AIvanna
We’ve got to understand their big picture goals and how those translate into specific Kpi’s. We can’t just assume every manufacturing company cares most about reducing production costs, for example.

Alex
OK. Yeah.

AIvanna
Some might be laser focused on getting their products to market faster or improving product quality. We’ve got to tailor our value proposition accordingly.

Alex
Makes sense. OK, I’m following you. So we’ve uncovered the challenges, measured the impact, aligned our solution with their KPIs. Now it’s time for the big reveal, right? Step 6 – Link their value story to your solution. This is where it all comes together. So we’re taking that narrative. We started building and now our solution is the hero of the story.

AIvanna
That’s a great way to put it.

Alex
So instead. Just listing features, we’re showing them how those features translate into solutions or their specific challenges.

AIvanna
Yes. Remember how you were struggling with X? Well, our solution has feature Y which can help you overcome that by doing Z.

Alex
And you’re backing it up with data case studies, right? The old-world examples. This is where those demos come in. The customer testimonials.

AIvanna
Absolutely. Yes, social proof is so powerful. People want to see that it’s worked for others facing the same issues.

Alex
Oh, a bit. Yeah. It’s one thing to say, your software can increase efficiency, but showing them a company just like theirs that saw a 25% reduction in processing time, that’s compelling.

AIvanna
No, you’re talking.

Alex
Telling, OK, We’ve made our case, backed it up with evidence, but how do we turn all this into a proposal that gets them to sign?

AIvanna
Well, that’s where step 7 comes in. Co-create their business case, yes.

Alex
Reco create so we’re not just handing them a prepackaged ROI analysis, we’re actually involving them in the process. That’s right. I’ve never heard of that.

AIvanna
No. That’s right, that’s pretty cool.

Alex
Sounds. Like we’re giving away too much control.

AIvanna
It might seem that way, but trust me, it’s a game changer. By working together, we’re making sure that business case really reflects their needs, their priorities, their assumptions. We’re building trust, transparency.

Alex
Like, yeah. I see.

AIvanna
A sense of shared ownership.

Alex
OK. That makes sense. We’re not just telling them how much value we offer. We’re proving it, together. So, what does this actually look like? Brainstorming sessions? Shared spreadsheets?

AIvanna
Yeah, exactly. It depends really. OK, sometimes it’s a simple conversation, getting their input on key assumptions. Sometimes it’s a more interactive workshop. We build the ROI model together.

Alex
OK wow, it really does breakdown those barriers between the salesperson and the customer.

Alex
Customer, you’re on the same team.

AIvanna
That’s the goal.

Alex
Working towards a common goal, but even with a solid business case, internal politics, getting final approval, that can still be a challenge. So that’s where step 8 comes in. Empower your champion. OK, break that down for me.

AIvanna
Absolutely.

Speaker
Right.

AIvanna
Throughout the sales process, we should be looking for those internal champions, people who really believe in our solution and are willing to advocate for it within their own organisation.

Speaker
OK.

Alex
Right. So they’re like our cheerleaders. Our secret weapon. I like that. Yeah, on the customer side. But how do we actually empower them?

AIvanna
We equipped them with the knowledge and resources they need to really sell the value of our solution to their colleagues.

Alex
OK. Give him the tools.

AIvanna
Exactly. Maybe that’s clear. Messaging documents, presentations, they can share access to data.

Alex
So they could be our internal evangelists, but what if they run into resistance?

Speaker
Yes.

AIvanna
That’s where training comes in. Making sure they’re comfortable presenting the business case, answering tough questions, maybe even role-playing different scenarios.

Alex
Right. So you’re coaching them on how to be internal sales people.

AIvanna
Exactly.

Alex
It OK, we’ve built a strong relationship, created a compelling business case, an empowered our champion. We’re in the home stretch. Right we are. We’ll Keep the momentum going. Step 9 is negotiate, win and close. How is negotiation different with this value based approach? Doesn’t even feel like negotiation anymore.

AIvanna
It’s a different dynamic for sure. Eith traditional selling, negotiation can feel like a battle.

Alex
OK. Yeah, I know you mean.

AIvanna
Each side trying to get as much as they can from the other, but with a value-based selling. It’s still about creating mutual value.

Alex
We’re not just trying to get the best price for ourselves, we’re trying to find a solution that benefits both sides.

AIvanna
Right.

Alex
And sets this up for a successful partnership. But what if they push back on the price? Try to negotiate terms that undermine all the value we’ve worked to.

AIvanna
Build. That’s when our deep understanding of their needs and that strong value proposition we’ve created, that comes in. We can confidently explain why our solution is worth the investment, how it’s going to deliver a positive ROI. We can point back to the business case, highlight those tangible benefits.

Alex
OK. We’re coming from a position of strength, not desperation. It’s not. Take it or leave it. It’s here’s the value we offer. And here’s why it’s worth every penny.

AIvanna
Right. Like that.

Alex
But those dreaded questions, you know, why change? Why now? Why you? Those can be deal Breakers.

AIvanna
Oh for sure

Alex
You’re not ready.

AIvanna
For them, they can be tricky, yes, but they’re also a chance to really reinforce the value we’ve been talking about.

Alex
OK.

AIvanna
Your proposal needs to answer those questions head on, remind them of their challenges, the risks of doing nothing and why we are the best fit.

Alex
OK.

Alex
A final reminder of everything we’ve accomplished together leading to that aha moment. The contract to sign. We’re celebrating, but the work isn’t over, is it?

AIvanna
Not at all. The sale is just the beginning.

Alex
Right, step 10. Create a success plan. Now we’re focused on making sure they actually realise the value, right? We’re not just leaving them to figure it out on their own. We’re building a road map.

AIvanna
Exactly, yeah.

Alex
What does that look like in practise?

AIvanna
It starts with clear steps, steps tied to those KPI’s we talked about and the challenges we’ve uncovered, right steps that are measurable, actionable, aligned with their goals.

Alex
it’s a step-by-step guide to actually achieving the outcomes we’ve promised. What else is important?

AIvanna
Digs out. Making sure someone’s accountable for every step a system for tracking progress. Measuring results.

Alex
Right, right. So we can spot any roadblocks early on, clear responsibilities, regular monitoring. Those are key.

AIvanna
Exactly you.

Alex
Absolutely. And we need those milestones too, right? Those little wins along the way to keep the momentum going.

AIvanna
Celebrate those wins.

Alex
Keep everyone motivated for sure. OK, so the success plans in place, we’re tracking progress, hopefully seeing those positive results, but. We’re not done yet are.

AIvanna
We Nope. Step 11 track and evolve the Success plan. This is where it gets really. OK. Value selling is iterative. It’s about constantly monitoring, getting feedback and making improvements.

Alex
Yeah. So we’re staying engaged, gathering data, making sure the solution keeps delivering value. It’s a true partnership working together to overcome challenges, celebrate the wins and make sure that solution keeps getting better.

AIvanna
Exactly.

AIvanna
I couldn’t have said it better myself.

Alex
But this all takes time and resources. How do we convince our sales teams to prioritise this when they’re already juggling so much?

AIvanna
That’s a great question and it’s something we’re going to dive into in Part 2 of this, Deep Dive.

Alex
OK, we’ll save that for next Time. Yeah, I’m looking forward to it.

AIvanna
We’ll talk about leadership and enable. And how these things are crucial for creating a culture that supports this. Customer centric approach.

Alex
Perfect, so for now, let’s take a step back and reflect. What are the big takeaways from this first part of our Dee dive into value selling?

AIvanna
All right, let’s do it. O, welcome back to the Deep Dive.

Alex
We were just talking about how value selling isn’t just a one-time thing. You know, you don’t just close the deal and walk away. It’s about ongoing engagement, right? Making sure the customer gets the full value out of their investment.

AIvanna
Exactly.

Alex
But it’s easy for us to sit here and talk about it. Customer centricity, long term, partnership’s it all sounds great. Yeah, but. Do you actually implement this kind of change? Across an entire sales organisation, where do you even begin?

AIvanna
Well, that’s her strong leadership comes in and a solid enablement programme. Those are the two pillars. Without them, even the most well-intentioned sales team will struggle.

Alex
OK, leadership. OK. let’s start with leadership. What does it look like for sales leaders to really champion this approach? Is it just about giving PEP talks? Telling everyone to put the customer first.

AIvanna
It’s. Gotta be more than that. Leaders need to walk the walk. They need to make customer centricity part of the sales culture.

Alex
OK. How do they do that?

AIvanna
Well, it starts with how they define success and how they measure performance.

Alex
OK. So are we ditching those old school sales metrics? Number of calls, deals closed, all that. Those always felt a little too focused on the salesperson. And not enough on the customer.

AIvanna
You’re right, we need to shift the emphasis. It’s not just about activity anymore. We need to track and reward the behaviours that actually align with value selling.

Alex
OK. Give me an example.

AIvanna
Are your salespeople consistently developing those value hypothesis we talked about? Are they having those deep discovery conversations, uncovering the root causes of the customer’s problems? Are they working with the customer to build those business cases?

Alex
OK. So you’re incentivizing the right behaviours, but leaders can’t just set expectations and then disappear. They need to be more involved, right?

AIvanna
You’re right. They do. They need to be actively participating, providing guidance, support, maybe even getting involved in key customer meetings themselves.

Alex
OK. I bet that sends a powerful message when the leader’s right there alongside you.

AIvanna
Showing that they believe in it.

Alex
That it’s not just another passing fad. What about performance reviews?

AIvanna
Exactly. Those are important too. There shouldn’t just be about the numbers. They should also be about identifying areas for improvement, coaching, feedback.

Alex
Yes, Sir. Right.

AIvanna
Back making sure everyone feels supported.

Alex
So it’s a constant process of learning and development, not just a one-time training

AIvanna
It is, yeah.

Alex
Event. Which brings us to that other pillar you mentioned “enablement”.

AIvanna
Yes.

Alex
So what is a good enablement programme look like for value selling?

AIvanna
It’s all about giving your sales team the knowledge and the skills they need and the tools.

Alex
Right.

AIvanna
So they can actually put value selling into practise.

Alex
OK. So more than just handing them a copy of the 11-step framework.

AIvanna
Yeah, definitely more than that. What does it actually involve? Well, you need comprehensive training that covers everything from developing those hypotheses to navigating tough negotiations to building those collaborative success plans.

Alex
OK. Wow, that’s a lot.

AIvanna
It is, but it needs to be engaging, interactive and tailored to different roles and experience levels.

Alex
OK. So are we talking classroom style workshops? Online modules, what’s the best way to do it?

AIvanna
I think a mix is best.

Alex
OK, a blended approach.

AIvanna
Different formats for different learning styles makes sense. You might have in person workshops for some things right online modules for self-paced learning. OK, even role-playing.

Alex
OK, role-playing? Oh, yeah, I can see that being helpful.

AIvanna
To practise those customer conversations.

Alex
But how do you make sure the training sticks? How do you prevent it from being just another box to Check.

AIvanna
That’s where reinforcement comes in. An ongoing support give them resources they can refer back to: Cheat Sheets, battle cards, templates for those business cases.

Alex
Uh-huh.

AIvanna
Maybe create a community of practise.

Alex
A community.

AIvanna
Where they can share best practises, ask questions, learn from each other.

Alex
I like that. So it becomes part of the.

AIvanna
Exactly.

Alex
Value selling is just how you do things. The goal, but even with the best training, there will be challenges, right? Of course.

Alex
Unexpected situations, things that come up. The real world. How do you handle that?

AIvanna
That’s where feedback is so important. OK, leaders need to be constantly getting feedback from their teams. What’s working, what’s not? How can we improve the training?

Alex
OK. So it’s a two way.

AIvanna
It is.

Alex
Open communication, continuous improvement. Everyone’s learning together.

AIvanna
Exactly.

Alex
S why does all this matter? What’s the big payoff for getting this right?

AIvanna
Well, when value selling is done well, it’s not just about boosting sales in the short term. It’s about creating a more sustainable approach; one that’s truly customer centric.

Alex
Yeah. OK. That benefits everyone, but I bet some people are rolling their eyes right now thinking. “Value selling” just another buzzword. Oh, something that sounds good, but it’s hard to actually measure especially those sales leaders who are laser focused on hitting their numbers.

AIvanna
I’m sure. And that’s a valid concern, but that’s where the data comes in, because value selling isn’t just about warm fuzzy feelings. It’s about driving real results.

Alex
Yeah. OK, let’s talk about that. So give me an example.

AIvanna
I worked with a software company, After they adopted a value selling approach, their average deal size went up by 15%.

Alex
Wow, 15%, that’s significant. Why do you think that happened?

AIvanna
It is. They weren’t competing on features anymore, they were selling the value their solution offered.

Alex
Right. They could command a premium price.

AIvanna
Exactly.

Alex
But what about thesales Cycle. Didn’t we talk about how value selling takes more effort up front, all those discovery conversations, the business case?

AIvanna
Yeah.

Alex
Wouldn’t that actually slow things down?

AIvanna
It might seem that way. Yeah, but we often see the opposite. When you really understand the customer’s needs and you tailor your solution accordingly. The decision-making process actually gets faster.

Alex
Interesting.

AIvanna
Less back and forth, fewer objections, a smoother path to, yes.

Alex
I see. So you’re actually saving time in the long run because you’re not wasting time on deals that aren’t a good fit.

Speaker
Right.

Alex
But what about those people who say my industry is different or my customers are too focused on rice. This won’t work for them.

AIvanna
I get that every industry has its own challenges. Yeah, but the basic principles of value selling they apply everywhere. Yeah, it’s about understanding what your customer wants to achieve, aligning your solution with those goals.

Alex
OK.

AIvanna
And then showing them the value you can deliver.

Alex
So even if you’re selling something as simple as, I don’t know, industrial widgets, sure, you can still use value selling absolutely by focusing on how those widgets help your customer. Maybe they increase efficiency, boost productivity, improve their bottom line. And what about price sensitivity?

AIvanna
Value selling isn’t about charging the most you can. It’s about justifying the price you are charging by clearly demonstrating the value. If you can show them how your solution will save them money or help them make more money.

Alex
OK. Or reduce their risks.

AIvanna
Price becomes less of an issue.

Alex
So it’s really a mindset shift. It’s not just about techniques or tactics, it’s about changing how we think.

Speaker
It is.

AIvanna
And our role as salespeople, it’s about moving beyond transactions towards something more transformative.

Alex
OK, I like that. Building real partnerships, becoming trusted advisors but changing mindsets. Yeah, especially in a big company. That’s not easy. What are some of the challenges we might might.

AIvanna
Yes. Exactly.

AIvanna
Well, one of the biggest ones is resistance. Change OK.

Alex
OK, yeah, people don’t always like new things.

AIvanna
Especially if they’ve been successful with the old way. Doing things.

Alex
Right, it can feel risky. It can. So how do we get everyone on board?

AIvanna
It starts with strong leadership, leaders need to clearly explain the benefits and for the individual.

AIvanna
And for the company as a whole.

Alex
Right painted picture of a better future.

AIvanna
Exactly.

Alex
Where value selling is just how you do business, but it can’t just be talked down.

AIvanna
No you have to empower the salespeople? Give them the training and support they need.

Alex
OK. So they can see the value for themselves. Another challenge I’m guessing is the time it takes.

AIvanna
Exactly.

Alex
To really understand the customer in a fast-paced sales environment, it’s tempting to skip that and justice go straight to the pitch.

AIvanna
Oh yeah, I understand that.

Alex
O how do we avoid that trap?

AIvanna
Salespeople need to understand that investing time up front will actually save them time later.

Alex
Hmm, OK, work smarter. Not harder. Exactly. And leaders can help with that, right?

AIvanna
They can by setting realistic expectations, providing tools and resources, and rewarding quality over quantity.

Alex
Mm hmm. And let’s not forget about technology. There are so many tools out there that can help CRM Systems, Sales intelligence platforms, even AI.

AIvanna
They can be game changers.

Alex
Especially for busy salespeople.

AIvanna
But technology alone isn’t enough.

Alex
Right, it’s a tool.

AIvanna
It has to support the human element of value selling.

Alex
We still need those conversations, those relationships, that personal touch. So, it’s about finding the right balance, technology and human interaction, automation and personalization.

AIvanna
It is. Yeah. You got it.

Alex
So as we wrap up this part of our deep dive, what are the key takeaways you want our listeners to remember?

AIvanna
All right, a few things to keep. Mind. Value selling is a mindset shift.

Alex
Not just a bag of tricks.

AIvanna
Right. It’s about putting the customer first. Creating value for both sides, got it. Second leadership and enablement are crucial.

Alex
We talked about that.

AIvanna
Leaders need to be champions, and salespeople need the right support.

Alex
Training resources all that.

AIvanna
Exactly.

Alex
Finally, OK.

AIvanna
This is a journey. There will be bumps in the road.

Alex
Right.

AIvanna
But don’t be afraid to experiment. Learn from your mistakes. Keep getting better.

Alex
Yeah, so true. This has been fantastic. I can’t wait to see how our listeners use these insights to transform their own sales approach.

AIvanna
Me too. It’s exciting stuff.

Alex
Building those strong, lasting customer relationships.

AIvanna
That’s what it’s all about.

Alex
And driving real results.

AIvanna
Absolutely.

Alex
OK, we’ve got one more part to go in part three, we’re going to address those lingering doubt. Talk about the tangible benefits of value selling and leave you with some actionable insights to take your sales game to the next level.

AIvanna
I’m looking forward to it.

Alex
Welcome back to the Deep dive for our final part on value selling. So, we’ve talked about the steps, the leadership, the enablement, but I bet some of you are still wondering, does this stuff really work? Does value selling actually live up to the hype?

AIvanna
It’s a good question and I get it. There’s a lot of buzz around it. Yeah. And I think some people worry it’s all just you know touchy feely stuff.

Alex
Right. Warm and fuzzy feelings. But what about the bottom line?

AIvanna
And that’s a valid concern, especially for those sales leaders out there who are measured on those hard numbers. But here’s the thing, value selling isn’t just about happy customers. It’s about driving real business results.

Alex
Exactly.

Alex
So let’s talk numbers. Then let’s do it. What kind of impact are we talking about here?

AIvanna
Let’s do it. Talking about here, well, when it’s implemented correctly, we see companies consistently. Achieving higher win rates, shorter sale cycles. And yes, increased revenue.

Alex
OK, so give me some real world examples.

AIvanna
All right, one company I worked with, they were a software provider. After they adopted value selling their average deal size went Up by 15%.

Alex
15%! That’s huge. Why do you think that happened?

AIvanna
It is, They stopped competing on features alone. They were selling the value of their solution offered.

Alex
OK. They could justify a higher price, but without the sale cycle we talked about how value selling takes more effort up front, right? More Indepth conversations, more collaboration. Wouldn’t that actually make the sales cycle longer?

AIvanna
Exactly right. It seems counter intuitive, yeah, but we often see the opposite happen. Really, when you truly understand the customer and tailor your approach. Yeah, the decision-making process, actually speaks up.

Alex
Interesting.

AIvanna
Less back and forth, fewer objections, a faster path to yes.

Alex
OK. So it’s more efficient in the long run, but I know some people are thinking my industry is different or My customers are obsessed with price. This won’t work for them.

AIvanna
And every industry does have its unique challenges. Yeah, but the core principles of value selling, they’re universal. It’s about understanding what your customer wants to achieve, aligning your solution with those goals and then showing them the value, the ROI.

Alex
OK. Right.

Alex
If you’re selling, I don’t know something really basic. Like office supplies. Sure, you can still apply these principles.

AIvanna
Yeah, absolutely. You can show them how the supplies contribute to their productivity, their bottom line.

Alex
And what about price sensitive customers?

AIvanna
It’s not about charging the highest price. OK, it’s about justifying the price. You are charging. All right, showing them the value they’re getting in return. If you can prove that your solution will save them money or make them money, price becomes less of a problem Point.

Alex
So it’s a different way of thinking.

AIvanna
It is. It’s a mindset shift.

Alex
It’s not just a bunch of techniques or a script to follow, right? It’s about changing your whole approach to selling.

AIvanna
Exactly. And seeing yourself as more than just a salesperson, OK, you’re a partner, a trusted advisor.

Alex
I like that. But changing mindsets, especially in a big organisation, it’s not easy.

AIvanna
It’s definitely a process.

Alex
What are some of the biggest challenges we might face?

AIvanna
Well, people are naturally resistant to change.

Alex
Yeah, that’s true.

AIvanna
Especially if they’ve been successful with the old way of doing things.

Alex
Right. They don’t want to rock the boat.

AIvanna
And that’s where leadership comes in.

Alex
Back to leadership.

AIvanna
Leaders need. Be clear about the benefits of value selling.

Alex
OK.

AIvanna
Oh, not. For the company, but for the salespeople themselves.

Alex
Right. What’s in it for?

AIvanna
Then they need to create a culture that embraces this approach.

Alex
Where value selling is the norm.

AIvanna
Exactly.

Alex
Another challenge I think is just the time commitment. It takes time to really understand the customer’s needs and at a fast-paced sales.

Alex
It’s tempting to just skip that part and go straight to the pitch.

AIvanna
I get it. It’s easy to fall. That trap?

Alex
So how do we avoid that?

AIvanna
Well, salespeople need to understand that investing that time up front will actually save them time in the long run.

Alex
Right back to that efficiency piece.

AIvanna
Exactly. And leaders can help by setting realistic expectations, providing the right tools and resources, and rewarding quality over quantity.

Alex
So don’t just focus on the number of calls. Focus on the quality of those interactions and technology can help too, right?

AIvanna
Absolutely. There’s so many great tools out there that can streamline the process CRM system. Sales intelligence platforms, even AI powered tools that can analyse customer data.

Alex
So we can work smarter, not harder. The goal, but technology is just a tool. It can’t replace the human element of selling. We still need those conversations, those relationships.

Speaker
It is.

AIvanna
Couldn’t agree more.

Alex
So it’s about finding that balance, right, technology and human interaction, automation and personalization.

AIvanna
It is. Yes. Exactly.

Alex
so as we wrap up this deep dive into value selling. What are the key things you want our listeners to take away from this?

AIvanna
Alright, here’s what I hope you remember. Value selling is a mindset. It’s about putting the customer first.

Alex
OK. Mm. And creating value for both sides exactly. We also talked about the importance of leadership, yes.

AIvanna
Leaders need to be champions for this approach.

Alex
And salespeople need the right support.

AIvanna
Training resources all of that.

Alex
And finally, remember that this is a journey. It’s.

AIvanna
Not going to happen overnight.

Alex
There will be bumps along the.

AIvanna
Way. But that’s OK, you learn and.

Alex
You grow so true. This has been an incredible deep dive.

AIvanna
I’ve really enjoyed it.

Alex
Important I hope our listeners feel empowered to take what they’ve. Learned and transform their own approach to selling.

AIvanna
Absolutely. Building those strong relationships, those win-win partnerships.

Alex
And driving real measurable results.

AIvanna
That’s what it’s all about.

Alex
So that’s it for a deep dive into value selling. Thanks for joining us.

AIvanna
It’s been a pleasure.

Alex
Until next time, happy selling everyone.