Building value inside the sales process is one of the most important essential steps. The very first item, what value is? Defining value becomes a problematical decision for most companies. Distinguishing features, benefit, expectation, and value is necessary.
In order to define value we must think like a client. Why this is necessary, to often the company explains value as what they offer or give to a client. This is not a value. What you offer or give to the client is a feature.
What needs defined first and foremost are client expectations. A survey of your market area can give this information to the company. However placing the sales technician in the shoes of the client, a decision to decide what is an expectation and what is value takes shape.
Frequent mistakes Companies make are placing features as values. Some companies consider warranties as a value. Clients expect some type of a warranty on the products they decide to own. Once it is an expectation, it no longer is a value. Having an extended warranty that exceeds the industry standard warranties, then it becomes a value.
Drug and alcohol testing is not a value this is an expectation of the client that the company sends in a drug free and alcohol free sales representative into their home. Background criminal checks are an expectation also as the client expects the company to send safe honorable representatives to the clients home. How are these items a value?
Having a fully stocked vehicle or warehouse is not a value. The client expects you to have the materials needed to complete the tasks or job. Having the knowledge and providing the proper solution for the client with satisfaction and making the problem go way is not a value. The client expects this to happen.
Insurance, licensed, bonded, vehicles that run, vehicles that do not leak oil, showing up on time, fulfilling promises are features not value. As anyone can see, value is NOT what you provide to the clients that everyone else can and does provide.
True value exceeds client expectations. As declared, a longer warranty then industry standards become a value. Involvement and longevity in your community, over years, becomes a value. Included with this longevity is the business having employees that have been with the company for years becomes a value. This shows stability and the company relationship with the client can last a long time.
The right attitude with the client is a definite value. Show the client the sales technician wants to help the client and wants to be there. Conduct yourself as if you have a common goal with the client providing a long-term solution. Show interest in what the client feels and knows. Listen and see everything the client wants you to see and hear.
Communication skills explaining and providing the correct and best possible solution to the client becomes an enormous value to the client. Building trust with the client is one the major values a company can have with a client. Included with communication is availability of a company to the client. The client must feel they can reach the company and receive information requested with ease.
Value becomes the individual of the company. It is YOU. How you benefit the client, how your client’s life becomes easier due to what you provide to the client that is in excess of their expectation. Delivering on your promise on a long-term solution becomes your greatest asset.
Value becomes the small details, such as how you protect their property. How you respect the client and their views. How you make the client feel special and that, you are paying attention to the client. Hearing and seeing what the real concerns of the client are, becomes value. Real value the respect and trust the client gives to the sales technician. The sales technician must learn how to receive this trust and respect of the client while earning the right to do business with the client.
How does a company enhance the probability of giving value to the client? By doing ongoing training helping the sales technician, communicate ideas and solutions to the client. Ongoing training by itself is not a value yet again this is a feature. The ongoing training should demonstrate to the sales technician how to connect with the client on a personal and mental plateau.
Try listing all the things you do when you are with a client. Split them into four assorted groups. The four groups are features, benefits, expectation, and value. Make sure you write the smallest detail then list why you think it belongs in the appropriate group. Once this is completed, write down an explanation as to why you believe they belong in the group you have placed them. Soon your value list starts to depreciate due to shuffling some of the items into expectation, benefit, and feature group to the clients. The reason these items that moved from value to the other groups, they are not about the main ingredient of value that ingredient is YOU. They really are features and benefits to doing business with your company.
To realize what value you have write down why people use, request, enjoy the ownership exchange with the sales technician and not about the company. These items state the real value that clients want, need, and deserve from the company and the sales technician as a whole. These items build trust with the client and allow the ownership exchange. Have power over your competition because you know what true value is and know what the client expectations are and your company’s and products benefit, features.
The questions surrounding value are for the client to build trust in the company and the sales technician. The client deserves, needs, and wants true value in order to complete business. Place value at the top of your list. Defining value: it is the sales technician.