THE VALUE ADDED SALES PROCESS
Many of the issues that far too many salespeople encounter mostly come from a short-term, and a primarily “transaction-oriented” sales mentality. This transactional approach means that they go from presentation to presentation and from order to order with far too little regard for the prospect and/or client. In fact, in far too many cases those prospects and clients feel like they have become a means to an end.
In difference to that philosophy, understanding professional salespeople understand and appreciate that “Value Added Selling” is both a philosophy and a process. That’s right, we need to appreciate that the concept of “Value Added Selling” is not just a sales call. It’s far more than that.
Moreover the “Value Added Sales Process” is one that brings maximum value to both the client/customer as well as the sales professional. And because it is a defined process, the salesperson must understand the strategic significance of their actions and the impact they have on the client/customer. For that reason the majority of “Value-added Salespeople” are considered to be both thinkers and planners.
What Then Is the Value Added Selling Process?
Now let’s compare the Traditional Selling style (the now outdated and inferior selling style), to the more modern concept of “Value Added Selling (a more modern approach with a markedly greater client satisfaction and higher closing rate).
Traditionally (or at least what has perceived to have been traditional selling over the past few decades), is a “Seller-focused” method of selling that primarily concentrates on the process of: generating new business; building the pipeline; effectively questioning the prospect; presenting the product; concentrating on solving problems/challenges and closing the sale. However, with all of this prioritised, very few salespeople do little after sales follow-up, simply because the majority of the strategies and tactics these salespeople learn (through this approach) are geared toward writing orders.
On the other hand, and because “Value Added Selling” is primarily client/customer-focused, as the strategies and tactics used in this model concentrate on maximizing the “Value” that the salesperson brings to the communication. Moreover, this approach automatically stretches the time horizon far beyond the traditional acquisition point (of closing the sale).
This in turn, allows the selling process to be taken to the next step through the “Value-added Process” as the salespeople who embrace this style, fully understand and appreciate the buyer’s wants (and not necessarily their needs), from the moment that these issues exist, up to and including, their complete wants to their expected outcome and satisfaction.
Another factor to consider here is that “Value Added Selling” mostly needs to mirror the process that buyers would prefer to use to make better long-range buying decisions. It should also be understood here, that the “Value Added Selling” process begins with the salesperson developing and building on an in-depth understanding of the buyer’s wants, and concerns. And it’s the same insight into the buyer’s priorities that helps the salesperson view their solution as “Value Received,” not just “Value Added” as far as the client/customer is concerned. Then more importantly. this process continues up to, and including, the buyer’s purchasing; receiving; using; and (eventually) disposing of the products or services attempting to be sold.
Value Added Selling Parallels the Critical Buying Path
Another factor the salesperson should appreciate about the “Value Added Selling Process” is that it should parallel every step of the “Decisive Buying Path” required to be met by the purchaser. In fact this “Decisive Buying Path” is a sequence of predesigned steps presented by the salesperson, that prosects are encouraged to go through from the moment that the salesperson is presented with a challenge the client has divulged, exposing a real need (that cries out to be converted into a want) expecting a viable solution that has not yet been addressed – by either the buyer or the seller.
It is for this reason primarily that the salesperson’s job is not limited to simply pursuing new business and writing up orders. It should also include activities such as helping the intended buyer achieve smooth transitions; assuring customer satisfaction; and maximizing product or service performance during application after purchase.
For those wanting of the “Value-added Sales Process,” a “Value-added Salesperson’s” role is best defined in broader terms. The “Value-added Salesperson” generally wears many hats. These include the hat of Business Acquisition; the hat of Customer Satisfaction: and the hats of Logistics Support, Applications, Expedition, Transitions, Training, and so on.
In essence, and to most of us, the easiest way to become a “Value-added Salesperson” is to determine the “Decisive Buying Path” your prospect follows, and seek ways to “Value-add” at every step along that path until (and after) they become a client/customer.
Copy and distribute this content as often as you want. You are encouraged to share it. © Copyright Peter Collins, Sydney, Australia, 2002, 2007, 2011, 2015, 2017
This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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