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Tuesday, 8 November 2011

If you want to sell VALUE, then you had better know what Value Is!


diamonds-girls-best-friend-facts

Value is in the “Eye of the Customer”,
Whether we Sales and
Marketing believe it or not.
 
 
Customers assign Values to the attributes of our product or service, every Customer assigns different VALUE.




Anyone, who expresses their belief through “Gut Feel” or worse still “Experience” which Product or Service attributes are most important or Values which they ascribe are almost certainly WRONG.

If you want to Sell VALUE then you must first DISCOVER it.

 

YOU CANNOT CREATE VALUE

 

Nor, can your Sales Managers, nor your Marketing Guru, ONLY Customers perceive Value.

And, what your Customer perceives as Value
and how much Value they perceive must be DISCOVERED by you to offer back to them.

Crucially, Value is always expressed in the Customers own words
hence it can never be written in a Marketing Brochure or Sales Playbook.
Leave the playbooks where they belong – in the playground!

Value, Real VALUE as Customer’s perceive it is first discovered,
and then it is developed by the Salesperson AND the Customer.

This interaction by Sales and Customer is called:

VALUE CONSTRUCTION


Value propositionInitially, Value Construction is both soft and subjective research in the Customer’s own world, their REALITY. Using one-to-one or one-to-few meetings which identify as many attributes and ideas as possible. These Attributes are “Constructs” which having been sorted, combined as a synthesis produce a Customer Sourced VALUE PROPOSITION.

A frequent Marketing mistake is to take old Value Propositions from existing Customers and PUSH them as Value Statements to New Customers.

DON’T DO IT,
it simply does not work
.


Value ‘Reviews’ with Lost Sales and Current Customers
find “their” Value NOT “True” Value,
which can only be found with the actual Customer.


Experience has given Salespeople the realisation,
that Requirement, Expectation and Want all have different Values.

Customer’s Expectations change, Value is NOT a predetermined significance.

The more difficult it is for a Customer to EVALUATE a Product/Service before purchase,
then the more important EXPLICIT VALUE becomes,
the more important Value Construction becomes!

BMAC Consultants offer Value Construction work shops
as part of their Customer Engagement Process.

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