Selling Value

Discover how to identify and communicate highly-differentiated value to increase profit margins

Sales Psychology Australia has capability to indentify discrete or hidden sources of customer value and to translate value into an innovative and highly effective sales strategy.

We usually begin with an internal hypothesis to describe precisely what typical customer’s value most. Next, we conduct a research and alignment phase to understand the linkages and/or disconnect between what customers value most, relative to the value delivered by the supplier’s solution – we call this the value gap. Finally, we close the value gap, by creating a new value-based sales strategy. The value based sales strategy is usually a custom designed, sales training and development program built from the ground-up and delivered to the entire sales team over one to two days. Depending on the size of the project, the entire value creation and implementation process takes somewhere from 10 to 90 days to complete.

Mini Case-Study

The market for certain medical devices used by Australia hospitals has become unstable and commoditised. New competitors recently entered this market and flooded the market with an ever-growing number of substitute products. Australian nurses could no longer recognise superior value, due to competitive noise and overwhelming choice. The Australian arm of a global manufacturer decided to change the rules of competition in its favour, by conducting market research to discover which things, Australian nurses valued most. Turned out Australian Nurses value quality time with patients, more than they value product or noisy sales reps. This discovery led to the design of an innovative sales approach, using a new suite of account management tools; to focus the attention of nurses on the value of a long-term partnership, rather than just on product or price. Sales stopped trending backwards and grew by a healthy 6% in just 6 months!

“Many thanks for working with yesterday's TEC-12 meeting. Your session on Advanced Selling Strategies to Increase Profit Margins was outstanding and helped make the day a great success. Members' ratings were absolutely outstanding, in fact, almost unprecedented for my group. Specific ratings were: Presentation skills and Content - 5.0 out of 5.0 and Take-home value, Tools & Handouts - 5.0 out of 5.0.” Professor Robert H. Nordlinger Chairman - THE EXECUTIVE CONNECTION