Brand Differentiation

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Why does this happen? Why do so many salespeople misalign their value statement with what the customer truly values? The answer is not as complicated as you might think.

It really boils down to communication. We think we know what our customer values. Often times we create our value statement based on our ideas, product attributes and company. We create our value statement within the realm of our own organization. We neglect to talk to the client.

This is a critical mistake. Think of customer value this way:

Value is customer defined, not vendor defined. Value is defined by those who will be using your product, not by those who design or sell it. To understand the true nature of value as it relates to your clients, you must get inside the mind of your customer.

Getting an understanding of what your customer truly values is arguably the most important activity within the selling cycle. If you don’t do it effectively, you will have a short and painful selling career. Give yourself an edge over your competitors and educate yourself on value. Your wallet will thank you!

Thanks for reading.

Good selling.

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