value sales presentation.pdf

7/30/2019 Value sales presentation.pdf

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VALUE BASED SALES*

Basic Principles

Rick Struzynski

*Adapted from a company internal training presentationCopyright 2010 Rick Struzynski


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Common understandings/definitions

Value Proposition


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What are we oin to et out of this?

We are NOT going to become perfect sales peoplefrom this presentation

e are go ng o ge a e er un ers an ng owho our customers are

We are also going to get a better understandingof what value is and how to quantify it


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Consultative Sales SPIN Sales (situation, problem, implication, need-payoff)

Solution Selling

Investigative Sales It is really just about asking the right questions

and quantifying intangibles


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How many automobiles has Hertz bought?

0 Yes, its a trick question, but an important

understandin !

Companies dont make purchases, people do


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They each have unique needs Some ma be obvious others not

Until we understand the real drivers, we are

ust la in a ame of chance Assume your competition is meeting the stated

scope.

Have you ever lost a bid even though you were thelowest price? Playing the price war is a losing

ro osition


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In the sales process value is most clearly andmeasurabl defined as that which the customerwill take action to obtain or keep

Michael J. Webb, Sales and Marketing the Six Sigma Way


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How did I go from this to this?

And why you would be if you were

e eep sa esperson

Because you never took the time to find out what my real drivers were.,

previous Jeep owner. In reality, you never had a chance because my wife

hated the look of the Wrangler and her opinion far outweighed my desirefor the Jeep.


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1) Problem Recognition 2) Information Search

3) Evaluation of Alternatives*

4) Purchase Decision 5) Purchase

6) Post Purchase Evaluation

*This is the RFQ stage, if you are just finding out aboutthe o ortunit at this sta e ou are alread late!


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1 Problem Reco nition

Cost reduction Process improvement

New market

Etc

Web

Tradeshow

Sales Rep Etc


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3 Evaluation of Alternatives

References Site Tours

Quotes (includes a quality value proposition)

Who best meets the states and unstated criteria

How much value is placed in the intangibles


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5 Purchase

Ts & Cs Delivery

6) Post Purchase Evaluation Product/Technology performance


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Do all products or services have a value proposition? Is it one size fits all?

Yes & No!

Yes, all goods & services must provide value to existin the marketplace

No, generally speaking, there is no single


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Value Proposition is: a clear statement of the tangible results a customer

gets from using your products or services

Selling to Big Companies,Jill Konrath

As a customers ave i erent nee s, t issuggests that a value proposition (to be truly

buyer.


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This is where investigative sales comes in

Must have a good relationship

Fill in the non-RFQ blanks


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What are the ke issues facin the business

SWOT analysis, background research, informationgathering, etc

What is the impact of those issues

How can we help What products or services appear to be appropriate


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This is not about features, but about direct answersto the identified problems

Prove it! Cite examples


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sentence statement that clearly addresses whatyou know to be the critical decision criteria andhow your solution answers those needs.


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And why do people use it? Value based ricin attem ts to uantif

everything we just discussed

Works with utilit function As this is a complex subject, what follows are

just two examples of value based pricing found

in the marketplace.


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$380,000

$3,990


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.

Same water in Airport

0.033 cents / ml

Bottled drinking water


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0.238 cents / ml

21 cents ml

98% distilled water


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likely have hidden needs It is our ob to brin value to each sta e

helping customers move through the buying

process A value proposition answers customer specific

needs

Value based pricing is a useful negotiation tool


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Rick Struzynski

847.648.6018

rstruz nski@ mail.com

value sales presentation.pdf

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