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Sell the Value! A Sales Management Coaching Mistake

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When the price concern arises, sales managers tell their sales people to sell the value. Listen to this episode of the Sales Management Minute to learn why – sell the value – won’t get the deal done and what sales people should do instead.

When sales people complain that prospects are balking at pricing, the mantra heard across the land is “Sell the value!” So, off the sales people return to battle to lecture on features and benefits…only to return in defeat.

A prospect doesn’t buy because a sales person pushes their wares. She buys because the sales person has helped to uncover a problem that must be addressed right now. When deals are stuck due to pricing, rather than send your sales people off with the “sell the value” mantra, help them develop needs analysis mastery. Remember, the two most powerful words in sales are synergy and priority.

Synergy is the sales person’s ability to uncover prospect needs and challenges…and align them with capabilities of their company. Priority is the sales person’s ability to help prospects recognize that the identified problems must be addressed right now. The mistake commonly made is uncovering a problem, but not positioning priority. After all, we all have problems. Yet, we aren’t trying to solve them all this minute. And, we certainly aren’t going to tackle it just because a sales person tried to sell us the value.

See you next time on the Sales Management Minute.

Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.