SELL CUSTOMER VALUE – Feature-based selling is dead because your customers can learn about this from the internet. You want to help them understand the value they will get from buying your products or services. It’s not enough anymore for you to just master your own offering – you must be able to articulate the benefits customers will receive in the context of their interests, business environment, and specific needs. Otherwise, the competition is just a click away.
Losing sales to competitors who articulate benefits more effectively
Generic value propositions that have no impact on customers’ buying
Difficulty getting customer meetings – because they don’t have time to listen to salespeople tell them what they can read, or have read, on the internet
Ineffective first meetings – with new customers due to poor preparation, wasting business development resources
Price pressure – due to the lack of clear competitive differentiation