Courtesy: CSO Insights' 2012 Sales Execution Analysis
How often does discounting play a role in your sales cycle? Chances are, it’s more than you’d like. According to the 2012 CSO Insights' Sales Execution Analysis, more than 40% of sales managers said their team needed to reduce their reliance on discounting to make the sales.
HOW DO YOU DO IT?
Listening to buyers and asking the right questions should be the first step in defining the value of your product for your potential buyer. Once your sellers uncover customer problems, then, teach them to communicate the value of your products and services in a way that solves the customer’s problems.
Positioning your customer message is a fundamental component of your messaging framework. Remember, buyers are seeking solutions to their problems. Therefore, the goal of the seller should be to explain how your product can solve your prospect’s most pressing business problem. Teach your sellers to skip the laundry list of product features and define value in the eyes of the buyer. If you focus on product features, you risk creating the impression that your solution is more than the buyer needs and therefore, too expensive.
Consistency in an organization’s message is a key component to an entire sales team selling on value. A repeatable Value Framework provides that consistency. An effective sales organization needs a framework that will help sales teams guide the customer conversation in a way that gets results. Consistent messaging will produce the results you are looking for, without a reliance on discounting. For more, read our white paper The ROI of Sales Messaging.
