“Every customer communication should reference the business value that you, your company, and your solution will deliver to your customer.” – DJ Sebastian in today’s Tip 980
How do you show the value proposition with your customers?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from DJ Sebastian. As a top-producing sales executive for some of the best technology corporations, DJ learned that to become great at selling, you must be a great communicator. Now, as a sales coach and author, DJ’s mission is to help the next-generation B2B sales professionals become elite sellers. Here he is:
DJ Sebastian: Every customer communication should reference the business value that you, your company, and your solution will deliver to your customer. It’s important to clearly illustrate the significance of this business value. Don’t just assume that your customer will figure this out by themselves. Specify the business value your customer will realize after you’ve determined what’s possible and put this in relatable terms. For example, benefits that will increase revenue, net profit, and productivity and reduce costs. Benefits that raise the perception of the customer’s brand and increase market awareness. Benefits that are possible because your solution enables other business processes or staff to work more efficiently to automate or reduce the time performing key tasks.
To help reinforce the customer’s reason for moving forward. First, explain the cost of delay. Once you’ve calculated the value your solution will provide, you can break down the delay in terms of a day, a month, or a year. For example, you can state every time the sun sets, you lose $3,000, then explain the lost opportunity cost. This is the cost of doing nothing. The value they won’t realize that they will lose if they don’t proceed with the initiative. Help your customer visualize your value proposition by spelling it out graphically. Keep it simple for your value projection, show the impact on value by drawing it on a chart. Describe the value using up arrows to denote increases. Show that in green and down arrows, tune a note decreases. Show that in red.
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!