The Value Selling Framework: Better Discovery and Articulation of Differentiating Business Value: w/ Chad Sanderson (Value Selling Associates)

By Tom Pisello | January 31, 2022

How do you get sellers to do better value discovery, storytelling and quantification? How do you assure rollout, adoption and scale of your new value program despite being remote?

These are just a couple of the key value selling questions Tom tackled with Chad Sanderson, Managing Partner for leading sales training firm Value Selling Associates.

In this interview he discussed the importance of having a framework to help drive more effective value discovery and conversations, and how to reshape value learning and enablement programs now that sellers are remote. He had a ton of insight to share on the matter. Here are just a few of the take-aways…

“A lot of people mistake being busy for being productive, and so everybody, when we work with teams, will hear “well I don’t have time to do that, I don’t have time to prep my questions…” Well, you can’t afford not to at the end of the day. And so, what we need to do is have that conversation. We know from the research, specifically had a report out, that shows that it is a consistency of behavior, consistency of that conversation, that’s going to drive organizations to the highest heights of success. So that means we need to be doing our prep. We need to be asking questions. We need to be taking the time to uncover What they care about, what problems they have, what they’re Looking for. Not what we think they want. And we need to take the time to do it. One of the challenges I’ll often ask, especially tech companies We are working with, is like “see if you can go, in a fifty minute meeting, see if you can get to the 40 minute mark before you ever wants talk about what you do. And just ask the questions. Have a conversation. Because your experience will allow you to ask questions. Your homework that you will have done will allow you to shape those questions to demonstrate that you do understand some Part of that role, or that Company. That’s going to help you build trust, credibility and rapport, so that you then get to a more honest answer about what It is they are looking for, the metrics they want impacted, and honestly, most importantly, what’s in it for them?

I think everybody who sells needs to make it a habit to identify those metrics upfront and communicate them through the organization. And then if it goes to a customer success team or an account management team, then those conversations can be engaged and it’s like OK where are we against these metrics? How are we doing? Have other targets changed, do we need to add additional metrics, do we need to look at how do we evolve our relationship? I think that goes a long way in terms of customer retention… unfortunately I don’t see enough sales reps actually asking those questions upfront.”

Listen to the full episode here!

Metrics Matter, and so do the right questions, peeps! Ask away!

Keep evolving, EVOLVERS!

Until next time…

#valueselling #valuemanagement #valueenablement

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