The Importance Of Talking About Value

Enhancing sales conversations for technical consultants

Over the last couple of years, we have been delivering a series of workshops for a major consultancy, aimed at helping their technical consultants become more confident in having sales conversations with their clients. There is no doubt they are very capable engaging in a technical conversation about their solution, but less so when it becomes less technical.

Immersing in buyer’s shoes and discussing value

During the workshops as well as persuading the consultants to immerse themselves in their buyers’ shoes, we also discuss the importance of talking about value. But what do we mean by value? And in whose eyes is that value?

Understanding clients’ requirements

Clearly it starts with understanding clients’ requirements. If you don’t fully understand them, how can you possibly begin to start talking about value. So often in my experience the word value has been highjacked, with the client perceiving “value added” to mean things that I don’t want or need and an accompanying increase in the price. Frequently being driven by the fact the salesperson hasn’t taken the time and effort to understand the business needs.

Measuring and articulating value

We frequently say that you must put some measure on value, but I believe it needs to go further than this. You need to talk about value in terms of your client’s outcomes. What are they actually going to achieve as a result of buying your service or solution? The emphasis needs to be on “actual” not any hypothetical measures of value. Particularly in today’s uncertain world, client’s want certainty about the business outcomes they will achieve through the adoption of your service.

The importance of value in ‘as a service’ solutions

In an economy where there is an increasing trend towards solutions being offered “as a service”, the importance of articulating value is key for the vendor also. No longer reliant on a single transactional invoice, they need to convince the client to expand the use of their “service” in order to make it a profitable relationship. And the only way to do this is by talking about business outcomes they will achieve and then relating that to the value consuming more of your service will deliver.

Which really brings us back to where we started.

Demonstrating value through understanding

To demonstrate the value a solution can deliver in terms of business outcomes, take the time and effort to understand clients’ problems and needs. In fact, the entire organisation needs to demonstrate that they are tuned into their client’s challenges and requirements. If they don’t take the trouble to do this, they can’t possibly talk about the value they can deliver. They’re then relegated to only talking about their services features and advantages, which isn’t very persuasive in a sales conversation, and especially not in a complex sales situation.

Provide certainty in uncertain times

In today’s world of uncertainty, clients need certainty. Certainty in the business outcomes your solution will deliver.

Chris Smith
Director and Sales Excellence Lead

LinkedIn: www.linkedin.com/in/chrissmithperborough

And a final thought

At JA Consulting we help businesses and individuals take the theory of selling and put it into practice. We’re here to help you learn how to spot and grow business opportunities, how to develop strong and transferable selling skills and how to generate robust account management. To find out more, talk to us, our team is waiting and ready to help.