How to Show Value Before You Even Need To

BY Jessica Helinski
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Reps typically promote value to make sure they stand out from the competition. Doing so also helps rationalize the cost to prospects. This method is fine, but Sean McPheat points out in a recent article that often, reps don’t promote the full value of what they’re selling. Often, they hold out to “surprise” prospects later in the sales cycle, or they don’t fully demonstrate all of the value they have to offer. “Something to try might be to add value up front,” he writes for MTDSalesTraining​.com. “In other words, we make the value they will receive very clear from the outset.”

He explains this can be done outside of the usual sales-​meeting discussions. Go beyond the scheduled conversations to show prospects how they will benefit from a partnership with you. McPheat shares some ideas on how to do this:

  • Newsletters, blog posts, videos, and other informative pieces from your company and its website. Not only will prospects appreciate the information, doing so also shows that you already have their business top-of-mind.
  • Testimonials from previous and current clients. Let them tell how your product or service helped their businesses to thrive and grow. Their glowing reviews and words will be even more impactful coming from someone else. Also, as McPheat points out, “[testimonials] can be made personal by the very people who made the overall decision.” 
  • Special terms and conditions. When handled tactfully, offering special terms and conditions can boost value without resorting to discounting. 
  • Free trials. Give the prospect a glimpse of what business with you is like by offering a free trial. This also establishes trust, which is vital to making a sale.

These tips will help the prospect see the value in what you’re selling long before you need to discuss price. They also show that it’s possible to show value beyond the basic meeting. “By offering extra value before they have to commit to a decision, it makes the prospect feel they would be missing out if they didn’t go with you,” McPheat adds.