5 steps to sell value

The customer must be daft!

Surely they see it

Ever poured your heart into a sale only to hear: “We’re not sure it’s worth the investment”?

It stings

Especially when you know your solution could change their business

But customers rarely buy based on what something is… they buy based on what it means to them

Value isn’t always obvious. It’s uncovered

Great salespeople don’t just present features… they guide customers toward outcomes

They help them see what’s possible, in their own terms, in their own business

Here’s the mindset shift:

🔸You’re not there to sell a product
🔸You’re there to co-create a vision of success

And that starts with helping customers define value for themselves

This might be around:

1. Cost Reduction

“Can you help me spend less?”

This is the most immediate and tangible type of value. It could be:
- Lower operating costs
- Time saved = money saved
- Reduced headcount requirements
- Fewer errors and rework

2. Revenue Generation

“Can you help me earn more?”

This is about helping them grow:
- More sales or customers
- Better conversion rates
- Higher retention or customer lifetime value
- Opening new markets or channels

3. Risk Mitigation

“Can you help me avoid pain?”

This could be:
- Compliance (avoiding fines or lawsuits)
- Security (avoiding breaches or data loss)
- Operational risk (downtime, supply chain issues)
- Reputational damage

4. Strategic Impact

“Can you help me move forward in the big picture?”

This is about alignment with their broader goals:
- Digital transformation
- Sustainability or ESG targets
- Becoming more agile or future-proof
- Gaining competitive advantage

Tackle more than one to stack value like Jenga blocks

Here’s how::

🔶 Step 1: Lead with discovery, not demo

Start by uncovering pain

Use open or TED-style questions:
- “Tell me what’s slowing your team down today”
- “Describe the top initiative your exec team is focused on this quarter”
- “Explain the internal pressure you’re facing to change”

🔶 Step 2: Translate features into outcomes

Use the “So what?” test for every feature

Keep it their language, not your spec sheet

🔶 Step 3: Quantify wherever you can

Back up your promises with real-world data

Tailor your ROI to their world—not just a generic stat sheet

🔶 Step 4: Tell stories that stick

Numbers prove. Stories move

Frame your value story like this:
+ Their Challenge
+ Your Solution
+ The Tangible Outcome (with metrics if possible)

Make it relevant. Make it real. Make it human

🔶 Step 5: Reinforce value at every touchpoint

Don't just say it once
- Repeat it in your proposal
- Echo it in follow-ups
- Prove it during implementation

When customers feel the value all the way through, they stick around

Value is rarely obvious. But if you ask, listen and guide it becomes undeniable

What value blocks are your customers seeking now?