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Lets start now. Your greatest barrier to sales and the biggest cost you are likely to be facing with acquiring or developing customers is getting your message over in the face of intense multi stage competition that exists for every product or service in every sale cycle in every company everywhere. This will be familiar to you…(we need some structure so please forgive the titles)…

Stage 1: Awareness / Need - Inter Category Competition: You must first compete with conflicting priorities within your customer organization as determined by their company strategy and senior management balancing those scarce resources.

Your customer does not necessarily appreciate the value of your product or service to them, or more accurately to say, (hopefully) does not appreciate the need or value your product or service has in the face of these other seemingly more important priorities, (ouch)

Alternatively, the Value you offer is not sufficiently great to imbalance and disrupt the status quo as determined by an existing relationship…(those incumbent competitors again L …)

and, lastly the blowout.. “ Excellent, thank you for all your time and effort and expense, you have really impressed us and we really appreciate it, it’s a great product and service, brilliant idea, and we like you and your organization… But right now we have no money / time / resources / real need / … is there really nothing you can do”….(yes, you could loosen your belt…if you have no Values)

Your Challenge: Get your customer to fully appreciate that what you offer they needed yesterday with no time to waste. They have a need, which is the highest priority, since every minute wasted is money lost, (yes – savings or opportunity or better both) and that the price you are asking is what they are able and willing to pay, and that it is a fair representation of Value.

… But hang on…wait a second…Surely there must be others who offer the same product or service…(well, yes…)

How can Value Sales help me in stage 1?

Stage 2: Evaluation - Category Competition: You never considered stage 1? Well, you must be used to dealing with commodities. Competing on price alone, in a low value highly competitive product category? (Are you still selling just PC’s?) See here to check if there is really nothing you can do…you may be surprised.

Your customer now has a real need of your product or service (correction, I mean your category of product or service) Possibly, thanks to you they have been enlightened to a whole new set of opportunities they had not considered, but now they need you (“it” the category I mean).

Or, perhaps you have been invited along to the party, now there’s a thought… (Those nice people in that nice company to consider calling you, you always get called since you are a market leader…. right? no? yes?). A player at least…

Anyway, you’re there side by side. All lined up, your competition (your off, and the race is on- there are others aren’t there?). This is a fact, and if it is not, and if what you are selling is worthwhile it won’t be so for long…but keep ahead, you can win can’t you..?

You do have a way to win? Check. Look around. Those same old companies, same old faces, new kids on the block, some you see and you know either they or you are wasting your time, others make you feel comfortable since you know there is a real race, one you know you can win. Do you always win, do you only sometimes win, do you choose? Are you in control, do you know you are or do you only think you are…?

Your Challenge: To Finish the job started in Stage 1. With the least cost, the highest value, aligned with your customer needs and expectations and requirements. (oh-yes)

To balance the sale with delivery capability to avoid misunderstandings post contract. (Can that really happen?)

To avoid promises that cannot be met. To keep a balance, to keep it fair, to get a win-win, to present your company, product and services as those representing the highest overall value to your customer. (But that’s not easy is it – those competitors don’t always tell the truth do they, or at least are skimpy with the truth, or perhaps you really do have the best proposition if only the customer could see it, and anyway, which companies can afford to turndown business?)

And the customers, they always seem to change their minds wanting first one thing then another then another, issues here, questions there, doubts, testing, products, service, objections and at last….you are favorite to win, it’s in the bag its yours to loose, you are summoned… and….

Or (Hopefully) you Win - Congratulations….(Time to party)….(Were you lucky, did you win as a strategy, did you get what you wanted, did you get what your company wanted, did your customer get what they wanted) DID you all PLAN to get VALUE….

How can Value Sales Help me achieve a real and quantifiable win-win relationship now at stage 2…

How can Value Sales help me ensure valuable and ongoing business with my key customers at stage 4?