Value Based Selling

Value Based Selling (VBS) has been defined as an approach to selling that attempts to quantify to a customer the economic value, or monetary worth, of your product or services performance advantages versus competing products.



In order to be able to do this a number of things are immediately apparent:



1. The need to understand the things that customers truly value

2. The need to understand competitors and their capabilities in detail

3. The ability to differentiate your offering for the customer in ways they truly value

4. The ability to communicate your offer persuasively and effectively

5. The need to understand just what value is

Traditional sales approaches simply don’t go far enough and fail to understand and respond to the issues of value and value delivery. The result is frequently a supplier focussed rather than a customer focussed approach to selling.



Value Based Selling changes that and focuses fundamentally on understanding customer’s problems, opportunities and issues, and in developing differentiated solutions to address them.




Workshop Objectives

Understanding value and its importance within the sales role
The role of value in creating differentiation and fighting the commodity trap
Recognising the importance of information gathering as a foundation of VBS
Focussing on, and understanding, customers key issues
Building powerful and persuasive Value Propositions
Implementing a VBS approach


Who will the workshop benefit?

Sales Managers, Account Managers, Sales people generally and anyone involved in understanding and delivering effective differentiated solutions based on a true understanding of their customer’s key issues and value drivers.



Workshop Duration

2 days




DAY 1

Understanding Value

- Competitor Analysis
- Why is value so important?

- Developing added value

- Defining strategic options

- Creating a definition of value


Introducing The Value Triad©

- Tangible and Intangible components of value

- Identifying and using Value Drivers

- The value formula

- Value Mapping


Differentiation

- The importance of differentiation (and what it is)

- The Value Bundle



The Customer Decision Process

- The Buying Process

- Where do we fit in?

- Identifying the key players



DAY 2

The Value Based Selling Process

- “Traditional” selling vs.VBS

- The VBS Diamond

- 4 Steps to Value



Building Value Propositions

- What is a Value Proposition? (and why do I need one?)

- Value Proposition drivers

- The Value Hierarchy

- Creating the Value Proposition

- The VP Reality Check