Best Sales Techniques: Selling Is Neither About Relationships Nor Features And Benefits
As the way that consumers consume regularly changes, salespeople are continually trying to find the best sales techniques. How they can rise above the pack and offer outstanding service that will win new business. The key is providing a personalised sales experience, and the best way to do this is with value-based selling. It’s one thing to be able to list off the features and benefits of your product, but customers want to know how you value it. They want to understand how you and your product will solve their problem.
What is value-based selling?
First of all the main idea is to create unique value for your customers by solving their specific problem. By alerting your customer to the value of dealing with an issue, they quickly see why they need your product to help achieve it. If we think about large-scale business, value-based selling is considered all the time. Hours are spent analysing the problem before an investment is made on the solution.Also keep in mind that in some cases to do this, you may need to help customers understand the value of solving their problem in the first place. This is why value-based selling is one of the best sales techniques you can utilise; you are helping people address an issue they may not have realised they had.
Best sales techniques to apply to value-based selling
Value-Based selling is still selling, however, the focus shifts from the sales process, to the buying process. There are some things you should keep in mind to ensure you are effectively selling value:
- Make the value very clear
Don’t give a broad description of the value you are offering. Your sales process shouldn’t be able to be applied to everyone and anyone that isn’t the point. Customise your pitch, let the customer know how your product has value to their specific situation. Focusing on the elements of your product that will help each customer, as opposed to what it can do overall, will be much more effective.
- Get to the point
Consumers are bombarded with sales all of the time, and as a result, they can see through the fluff. The value you are offering is only worthwhile if it is meaningful. Wasting people’s time (and your own) is futile, be efficient and direct with how you can help someone. If your customer has questions, answer them. Don’t be vague, and only stick to the facts.
- It’s about them, not you
The buyer journey is the only one that matters, and the best sales techniques you can use are tailored around it. The buyer decision process should be your bible with all strategies working around it.
- Know when you are not helpful
If you can’t help your customer solve the problem, then bow out. It’s a simple idea that will save a lot of headaches down the track when your customer realises that your solution was not the best option. Negative word-of-mouth travels fast.
A form of relationship
Value-based selling is a form of relationship selling, just not the actual thing. People will continue to buy from businesses they like and trust. The difference now is that the relationships need to be value-based. Therefore this requires a little more research on the seller’s side to understand the needs of the customer. For an existing relationship, quantify the value you have already provided.
Consider the fact that today’s salespeople are facing:
- Far more competition
- Longer sales cycles
- Smaller win rates
Pushy selling tactics never really work well, and in the eye’s of today’s customer, they don’t at all. The internet and the vast options it provides consumers means that they now have more control over their purchases. The best sales techniques work with the consumer’s buying process. Great salespeople consequently need to be able to sell their products without actually selling. Above all the focus is no longer on entertaining clients or just listing the features and benefits of your product.
Learn how to understand everything you can about your customer or their business. Develop an understanding of their needs and what they consider valuable. Satisfy the buyer’s requirement, solve their problem develop a sense of trust. Your customer will be happy and you, in turn, will benefit with a new long-term business relationship.
Check out our blog on price skimming.