Avoiding Common Mistakes in Selling Value: Tips for Success

by

ValueSelling is a powerful approach to sales that emphasizes the unique benefits and value that a product or service provides to a customer. However, even the best value selling strategies can be undermined by common mistakes that salespeople make. To ensure success with your value selling approach, it’s important to avoid the following mistakes.


  1. Failing to understand customer needs (more importantly challenges/problems)

    One of the most common mistakes in value selling is failing to understand the needs and challenges of your customers. If you don’t have a deep understanding of your customers, it’s difficult to craft a value proposition that resonates with them and positions your solution as the best fit for their needs. To avoid this mistake, make sure you spend time researching to prepare better questions to understand their objectives and the challenges they face in trying to achieve them.


  2. Overpromising

    Another common mistake in value selling is overpromising on the benefits of your solution. While it’s important to highlight the unique value that your product or service provides, it’s also important to be realistic and honest about what your solution can and cannot do. Be prepared with examples of the value in solving the problems other customers had prior to working with you.


  3. Focusing on features and benefits

    Value selling is all about highlighting the unique value your product or service provides to customers. However, many salespeople make the mistake of focusing on features and benefits. This can make it difficult for customers to see the value of your solution and can limit your ability to differentiate your offering from competitors. Benefits are only meaningful when they solve problems for the customer.


  4. Ignoring customer feedback

    Another common mistake in value selling is ignoring customer feedback. Your customers are the best source of information about the strengths and weaknesses of your solution, and they can provide valuable insights into how you can improve your value proposition. By ignoring customer feedback, you miss an opportunity to make your solution even better and to create a stronger connection with your customers. Follow up with customers after they have implemented and tie back the value to the problems originally projected. You can leverage this information in your next campaigns to a similar target buyer/role.


  5. Neglecting to communicate your unique value proposition

    Finally, one of the most common mistakes in value selling is neglecting to communicate your unique value proposition. If you don’t clearly articulate the quantifiable value of your product or service provides, it’s difficult for customers to see why they should choose your solution over competitors. To avoid this mistake, make sure you have a clear and concise unique value proposition that you communicate consistently throughout your sales process with real world examples.

Wrapping Up

In conclusion, the key to success with a value selling approach is avoiding common mistakes. By understanding customer goals, uncovering the problems, avoiding overpromising, focusing on the value, listening to customer feedback, and communicating your unique value proposition, you can differentiate your offering from competitors, build stronger relationships with customers, and achieve success with your value selling approach.
As Founder and CEO of Visualize, Scott spearheads the company’s overall strategic direction, planning and execution. Scott has over 25 years of experience in sales and sales leadership, building profitable companies.