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<\/a><\/p>\nTable of Contents<\/strong><\/p>\n <\/a> <\/p>\n In essence, value-based selling moves us from a mindset of \u201cWhat can I sell?\u201d <\/em>to \u201cHow can I solve my client\u2019s problem?\u201d<\/em> This shift fosters trust, deepens client relationships, and ultimately leads to sustainable business growth.<\/p>\n Pro tip:<\/strong> \u201cThe best salespeople today are those who can articulate the pain their prospects are experiencing,\u201d says Callum Laing<\/a>, founder<\/a> of the Veblen Director Programme and a partner at Unity Group.<\/p>\n \u201cThe better you can capture their frustration, the better you can position your product as the solution. Customers want to be heard. Value-based selling means asking great questions and truly listening. If you\u2019re not the best solution, be willing to walk away.\u201d<\/p>\n <\/a> <\/p>\n Understanding why buyers make purchasing decisions is the foundation of successful selling.<\/p>\n To move forward in the buying process, customers need confidence in three key areas: emotional connection, logical comparison, and trust in outcomes. These align with three core factors<\/a> of the value-based selling framework: resonate, differentiate, and substantiate.<\/p>\n Buyers must want and need what you\u2019re selling, and your offering should align with their goals, challenges, and aspirations. By understanding these, you will know if your product is a good fit for them and <\/em>how to pitch it so it hits homes.<\/p>\n Among the top six reasons prospects back out of deals, 31% of salespeople surveyed in our State of Sales<\/a> report said it was because prospects weren\u2019t convinced the offering was worth the price, and another 28% said prospects weren\u2019t convinced it was right for them. With a value-based selling approach, salespeople could close more of these deals by focusing on the value of their offering.<\/p>\n Here\u2019s how Christina Brady<\/a>, CEO of Luster<\/a>, explains value-based selling: \u201cThe first thing to keep in mind with value-based selling is that it\u2019s not about what you, as the salesperson, perceive the value of your product or service to be. It\u2019s about understanding what\u2019s valuable in a solution for the customer and then determining if your product is a fit for their needs.\u201d<\/p>\n This means asking insightful questions, actively listening, and mapping their priorities to your solution\u2019s benefits \u2014 rather than just pitching features.<\/p>\n Your offering must stand out from other available options. Buyers evaluate differentiation by comparing features, pricing, brand perception, and overall fit for their specific needs. What makes your product or service unique? Why should they choose you over competitors?<\/p>\n This means first creating an offering that stands out from the competition, and then promoting and explaining what makes it unique. A thorough market research<\/a> can help you understand the competitive landscape, gaps in competitors\u2019 offerings, and market sentiment. Knowing what\u2019s already out there will allow you to position your brand better.<\/p>\n In other words, to differentiate your product or service, you need to have a clearly defined unique selling proposition<\/a> that your sales reps can articulate to prospects.<\/p>\n Finally, your offering must prove it will deliver on its promises. Can you provide evidence, case studies, or testimonials that back up your claims? If you can\u2019t prove the value you offer, prospects have nothing other than your words.<\/p>\n With 77% of B2B customers<\/a> doing their own research before speaking with sales, I think it\u2019s more important than ever to care for the reputation of your brand. Customers \u2014 both satisfied and not \u2014 will make their opinions of and experiences with your brand known on social media, review sites, and in conversations with their friends.<\/p>\n While you can\u2019t control what other people say, you can amplify the positive feedback, share the hard numbers that represent success, and provide success stories to prospects. All of these will substantiate your value claims.<\/p>\n I think Mike Schultz<\/a>, president of RAIN Group<\/a>, sums it up well. He explains that a strong value proposition should address all three areas. \u201cWhen your value proposition successfully covers these three areas, you convince buyers that they need your solution, you\u2019re the best option, and they believe you\u2019ll achieve results,\u201d he says.<\/p>\n This buyer-focused approach is the foundation of value-based selling.<\/p>\n Pro tip:<\/strong> With Sales Hub<\/a>, your team can focus on the highest-value prospects \u2014 using data-driven insights to personalize outreach and maximize results.<\/p>\n <\/a> <\/p>\n In my opinion, value-based selling is the only way to sell. By putting the customer and their needs first, customers will trust you and the value your product or service offers them. Moreover, their relationship with your business won\u2019t end after they make a purchase \u2014 they will stick around if they find value and <\/em>recommend you to others.<\/p>\n In other words, value-based selling ensures both your customers and your company win. Check out how below.<\/p>\n <\/a> <\/p>\n Most sales pitches fall flat because they focus on the product instead of the prospect. The best salespeople don\u2019t just sell \u2014 they solve problems. To master value-based selling, I spoke with experts who\u2019ve been in the trenches. If you want to close more deals, start with these best practices.<\/p>\n Remember, the goal of value-based selling is to close the sale by prioritizing your prospect\u2019s needs. However, you can\u2019t prioritize your prospect\u2019s needs if you don\u2019t know what those needs are. Always do your homework to understand your contact \u2014 usually well before hopping on a sales call.<\/p>\n When researching a prospect, aim to understand their company and industry, background, and current pain points. By understanding these pieces of information, you\u2019ll have a solid grasp of how to serve them best.<\/p>\n Here is some information I recommend researching when you prepare for your call.<\/p>\n I\u2019ve found a simple LinkedIn search can help you learn about your prospect\u2019s career history. Are they new to their current role? If so, they might still be ramping up and could benefit from learning from you.<\/p>\n Is this their first time making this type of purchasing decision, or have they been in similar roles? If they have experience in this area, they may be more interested in expediting the process so you can better serve them with efficiency.<\/p>\n If you have a common connection with a prospect, that can help you build trust with them faster. Additionally, the contact could help provide key insights into the prospect\u2019s pain points and how you could provide value to them.<\/p>\n If your prospect has a public X or Facebook profile, checking out what content they have recently shared or engaged with can give you an idea as to what is currently important to them.<\/p>\n This will tell you whether their company has undergone any recent leadership changes, is currently releasing a new product, or has been in the news.<\/p>\n Before hopping on the phone with your prospect, I definitely recommend checking out their profile in your CRM. This will tell you if and when any of your colleagues have engaged with them and what content from your company they have opened or engaged with.<\/p>\n Additionally, performing a simple Google search for their company\u2019s competitors will give you a great deal of information about their industry landscape.<\/p>\n Pro tip: <\/strong>Remember, as Dale<\/a> Shephard<\/a>, founder of TrinityHawk<\/a>, wisely points out, \u201cAsking unprepared questions that you should know will not garner trust, and your prospect will close up.\u201d The more you know going in, the more value you can provide from the very first interaction.<\/p>\n Need a structured approach to organize your preparation and value-based selling strategy? Our free Sales Plan Template<\/a> helps you document your company positioning, target market analysis, prospecting strategy, and sales cadence. It has everything you need to align your team around delivering maximum value to customers.<\/p>\n I know it\u2019s tempting to launch into your carefully crafted sales pitch as soon as you get your prospect on the line. Resist this urge! Instead, give your prospect space to explain their current situation and what they\u2019re looking for.<\/p>\n \u201cThe first thing you learn as a salesperson is not to data dump. If you\u2019re going in blind and start listing everything your company does, you will exhaust the prospect\u2019s attention span before you get to the part they care about,\u201d says Jeff Walling, co-owner of ABM Equipment<\/a>.<\/p>\n By listening first, you\u2019ll gain invaluable insights that will help you tailor your approach and position your product or service as the ideal solution to their specific needs.<\/p>\n \u201cBest practice is always to start by asking the client what their needs are, think about what pains you can solve, and then only talk about those. That\u2019s why, in person-to-person sales, it can be said that all good selling is value-based selling,\u201d Walling adds.<\/p>\n Once you understand your prospect\u2019s needs, it\u2019s time to articulate how your product or service provides value to them specifically. Remember, if they didn\u2019t have a problem to solve or a need to fulfill, they wouldn\u2019t be in the market for a new product.<\/p>\n I think Tim Peters<\/a>, CMO at Enghouse Systems,<\/a> articulates this perfectly:<\/p>\n \u201cThe real essence of value-based selling isn\u2019t in telling a prospect about your value \u2014 it\u2019s in demonstrating that you understand their specific problem better<\/em> than they do. The shift that no one talks about is this: The sale isn\u2019t about convincing the customer your solution has value; it\u2019s about making them realize the cost of inaction is far greater than the price of your solution.\u201d<\/p>\n As you look to sell, I recommend you make sure the benefits of your product are easy to understand and relevant to your prospect. For example:<\/p>\n For example, don\u2019t just say your software improves productivity. Instead, explain how it can reduce their specific pain point of long project cycles by 30%, based on results you\u2019ve seen with similar clients.<\/p>\n Whatever your unique differentiators are for your offering, make sure they are aligned with the customer\u2019s needs, and use these points to guide your sales conversations.<\/p>\n Personalization should be your primary goal because \u201cvalue is subjective,\u201d Peters explained to me.<\/p>\n \u201cWhat\u2019s valuable to one client is irrelevant to another, and the only way to uncover what they truly care about is to stop thinking about value in generic terms. You need to become an expert at reading between the lines, uncovering hidden needs, and showing your customer the future they didn\u2019t even know they wanted,\u201d Peters says.<\/p>\n One of the most effective ways I\u2019ve found to provide value to prospects and customers is to educate them on a topic of interest.<\/p>\n When you take an education-first approach, you position yourself as their go-to resource for information. And when they trust your expertise, they\u2019re far more likely to buy from you.<\/p>\n Trust turns cold prospects into eager buyers because they already see you as the expert who understands their needs.<\/p>\n This could involve:<\/p>\n Once trust is established and the prospect is ready to buy, your offering is far more appealing because you\u2019ve already demonstrated value \u2014 instead of pushing the sale with no proof of value.<\/p>\n No matter your industry, the principle remains the same: Educating first builds trust. Let\u2019s look at software sales as an example. Instead of running through a recycled sales pitch, you can start by asking a prospect what their top three challenges are.<\/p>\n Then, during your meeting, instead of talking at them with slides, walk them through real solutions in an informative, engaging way \u2014 tailored to their exact needs.<\/p>\n Pro tip:<\/strong> The best salespeople know when to stop talking. As Walling puts it, \u201cThe great paradox of sales is that those who love to talk last the longest, but shutting up is the real weapon.\u201d<\/p>\n In value-based selling, think of yourself as both a consultant and a guide, helping your prospect make the most informed decision possible. This means:<\/p>\n For example, if a prospect is considering a risky approach, share a real-life story of how that decision led to setbacks for another buyer. Concrete examples make your guidance more persuasive.<\/p>\n This approach keeps your prospect in control of their buying decision while allowing you to guide them with honesty and helpful insights.<\/p>\n Value-based selling is all about building relationships, which means keeping things natural and engaging. Here\u2019s how to do that:<\/p>\n If you\u2019re looking for helpful conversation starters, this post<\/a> has even more tips and real-world examples.<\/p>\n I also recommend adding value<\/a> each time you engage with your prospect to continue building trust and creating a long-term positive experience. You want them to feel heard and supported each time <\/em>they interact with you.<\/p>\n This could mean leaving plenty of time to answer their questions in each meeting, not interrupting them when speaking, or even sharing helpful articles or content relevant to their business even when you aren\u2019t actively engaged in a sales conversation. The small steps you take to make your prospect\u2019s job easier can pay dividends in the long run.<\/p>\n Most prospects have a rough idea of their problem, but they often don\u2019t consider its full impact or what solving it could truly mean for their business.<\/p>\n Your job isn\u2019t just to sell a solution. It is to help them think bigger. When they understand the full impact, they are more motivated to act, making it easier for you to guide them to a solution.<\/p>\n Ask thought-provoking questions that get them to see their situation in a new light:<\/p>\n When you push your prospect to consider the broader implications of their problem, you position yourself as a trusted consultant rather than just another salesperson.<\/p>\n Pro tip<\/strong>: The best sales conversations don\u2019t just provide answers; they spark new questions. Make your questions open-ended, and resist the urge to jump in with solutions too soon.<\/p>\n The more space you give them to think, the more valuable the conversation becomes. If your prospect walks away thinking differently, you have already provided value.<\/p>\n Jargon and industry buzzwords might sound impressive, but they don\u2019t always resonate. Prospects care about clear solutions, not fancy terminology. The best salespeople adapt their messaging to match how their prospects talk about their business, challenges, and goals.<\/p>\n Pay attention to the words and phrases they use in emails, calls, and social media posts. Mirror their language in your conversations. Instead of talking about \u201cefficiency gains\u201d or \u201csynergistic solutions,\u201d focus on concrete benefits: saving time, reducing stress, and increasing revenue.<\/p>\n If your prospect is highly technical, get specific. If they are more high-level, keep it simple and results-focused. When your words reflect their own, they feel understood, and that is the foundation of trust.<\/p>\n People trust those who \u201cget\u201d them. The more your messaging aligns with how they naturally communicate, the easier it is to build rapport and demonstrate value.<\/p>\n Your product might have cutting-edge features, but features don\u2019t close deals. Outcomes do. People don\u2019t buy tools. They buy results. They want to know how your solution makes their life easier, not just what it does.<\/p>\n Instead of saying: \u201cOur software has an AI-powered automation tool.\u201d<\/p>\n Try this: \u201cOur customers cut manual data entry by 80%, freeing up hours for more strategic work.\u201d<\/p>\n Instead of listing what your product does, paint a picture of the transformation it creates. Show them what life looks like after they invest.<\/p>\n Pro tip:<\/strong> Use case studies and real customer success stories to make outcomes feel tangible. Weave in success stories naturally. Drop them into conversation as proof points rather than presenting them as a pitch. A well-placed success story can be more persuasive than any feature list.<\/p>\n <\/a> <\/p>\n Now that we\u2019ve covered the key principles, let\u2019s look at four approaches to value-based selling that I\u2019ve found effective in my career.<\/p>\n Your value-selling framework does not have to rely on hard numbers. In many cases, it is in your best interest to focus on the more abstract, qualitative benefits your product or service can offer.<\/p>\n Delivering on this tactic leans heavily on your understanding of your prospect\u2019s day-to-day pain points.<\/p>\n For example, if I were selling a project management tool, I might focus on how it reduces stress, improves team collaboration, and gives managers more visibility into their projects.<\/p>\n To do this effectively, I\u2019d start by mapping out my prospect\u2019s top frustrations. Then, I\u2019d tie each frustration to a specific benefit my solution offers, whether it is saving time, reducing stress, or simplifying workflows. The clearer the connection, the stronger the value proposition.<\/p>\n This is not exactly radical or shocking to point out, but businesses generally exist to make money.<\/p>\n Financial success is one of the more obvious ways to gauge the value of a product or service, so pointing out how your offering can help in that realm provides a solid basis for effective value selling.<\/p>\n If you can give hard figures or reference points for how much revenue your prospect can expect to generate with your offering or how it can rein in operating costs, you can frame a compelling, more concrete value proposition for them.<\/p>\n You can achieve this by providing case studies of similar businesses you have helped in the past or citing certain processes and practices they implement that you can improve.<\/p>\n One way or another, show that your offering can have a direct bearing on their financial well-being.<\/p>\n Break down ROI projections into short-, mid-, and long-term wins. Show them how your solution creates immediate impact while setting them up for sustained financial success. The more tangible the numbers, the more persuasive your pitch.<\/p>\n Pro tip:<\/strong> Hard figures can be very persuasive, especially when selling to C-suite executives.<\/p>\n Successful companies generally do not blend in with the pack. They are distinct from their competition in some way, shape, or form. That is why pushing a differentiation-oriented angle while value selling is one of the more effective routes you can take.<\/p>\n What can your offering do to enhance the most compelling, unique aspects of your prospect\u2019s brand identity? If you can show that your product or service aligns well with who your buyer wants to be within their competitive landscape, you will set yourself up for a successful value-selling effort.<\/p>\n Businesses that stand out command more loyalty and pricing power, making differentiation not just a marketing play but a profitability strategy. If you can help your prospects amplify their unique edge, you are not just selling a product. You are selling a competitive advantage.<\/p>\n For example, if I were selling to a company that prides itself on innovation, I might focus on how my cutting-edge technology can help them stay ahead of the curve.<\/p>\n Anxiety is a powerful motivator, and almost every business has its fair share of risks that keep its leadership up at night. Those could be anything from direct security threats to emerging industry trends they might be struggling to keep pace with.<\/p>\n If you can identify any specific fears or stressful vulnerabilities your prospect is dealing with, you will build a solid foundation for effective value selling.<\/p>\n Business leaders generally prefer operating as smoothly and securely as possible, so if your offering can help them achieve that, do not hesitate to sell based on that. A single breach can cost millions, not just in dollars but in reputation. The fear of losing customer trust keeps executives awake at night, and that is where your solution steps in.<\/p>\n If you can position your product as the safeguard that helps them avoid catastrophe, you are not just selling security. You are selling peace of mind.<\/p>\n For example, if I were selling cybersecurity solutions, I might focus on how my product can protect against the latest threats and help the company avoid costly data breaches.<\/p>\n\n
A Value-Based Selling <\/strong>Framework<\/strong><\/h2>\n
Resonate<\/h3>\n
Differentiate<\/h3>\n
Substantiate<\/h3>\n
Why Value-Based Selling Matters<\/strong><\/h2>\n
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Best Practices for Value-Based Selling<\/strong><\/h2>\n
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<\/p>\n1. Do your homework.<\/strong><\/h3>\n
Their Current Role and Previous Job Experience<\/strong><\/h4>\n
Common Connections<\/strong><\/h4>\n
Content Shared on Social Media<\/strong><\/h4>\n
Their Company\u2019s Website, Press, and Social Media Pages<\/strong><\/h4>\n
Their Contact Listing in Your CRM<\/strong><\/h4>\n
2. Don\u2019t jump into your sales pitch too early.<\/strong><\/h3>\n
3. Communicate how your product provides value to the customer.<\/strong><\/h3>\n
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4. Focus on teaching instead of selling.<\/strong><\/h3>\n
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5. Guide the prospect through the buying process.<\/strong><\/h3>\n
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6. Keep a personable approach.<\/strong><\/h3>\n
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7. Add value during every interaction.<\/strong><\/h3>\n
8. Ask questions that challenge their thinking.<\/strong><\/h3>\n
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9. Speak their language, not yours.<\/strong><\/h3>\n
10. Sell outcomes, not just features.<\/strong><\/h3>\n
Value-Based Selling Methodologies<\/strong><\/h2>\n
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<\/p>\n1. Qualitative Value-Focused Selling<\/strong><\/h3>\n
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2. Financial Incentive-Based Selling<\/strong><\/h3>\n
3. Differentiation-Focused Selling<\/strong><\/h3>\n
4. Security or Risk Aversion-Focused Selling<\/strong><\/h3>\n
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