Adopting a value-​based selling approach has many benefits. Because it focuses on benefits, it helps sellers understand the customer’s needs and position the product as a solution. This approach builds stronger customer relationships by showing value, not just features.

This aligns with what buyers want. SalesFuel found that over a quarter of buyers are even willing to pay more for a solution that offers a “clear benefit.”

Unlike feature-​based selling, which is product-​centric, value-​based selling is customer-​centric and focuses on long-​term benefits.

How to put value-​based selling into practice

It’s not difficult to shift your sales approach to one that focuses more on value. The first step is to consider your current value proposition. A value proposition is a summary of what you can deliver to buyers, i.e., the specific value you offer.

Look at your proposition (or create one if you haven’t already). Ensure that it has these essential elements, according to HubSpot’s Laura M. Browning:

• Target audience. Whose problems will your solution solve?
• Product or service. What is your brand promise?
• Benefits and features. What makes them stand out from competitors?
• Excellent execution. How can you deliver?

Make modifications to ensure it aligns with this guidance. Having a quality value proposition clearly states why buyers need your unique solution and that you can effectively deliver it.

One you’ve updated your value proposition, RAIN Group’s Mike Schultz recommends next examining your sales process. Do you offer value throughout the buyer experience? Or do you focus first on the outcome (a deal) rather than their journey?

He suggests asking yourself:

• Do I know where my buyers are in the buying process at any given time?
• Can I remove any common communication hurdles, mitigate risk, or make less work for the buyer?

Demonstrate the value you offer

Now that you have a foundation aligned with value-​based selling, you must ensure your practices align. According to Schultz, embracing these best practices can help:

• Highlight emotional benefits — Don’t just focus on dollars. Think about how your solution improves job satisfaction, prestige and peace of mind. Show buyers how it benefits both individuals and the organization.
• Stand out from the competition — Differentiate your solution. Whether it’s better ROI, superior quality, or top-​notch service, make it clear why your offer is the best choice.
• Show the cost of inaction — Help buyers see the price of doing nothing. Highlight what they stand to lose by delaying or avoiding your solution. Creating urgency can fast-​track decisions.
• Use social proof to build trust — Share success stories and case studies. Real-​world examples of clients overcoming challenges make your solution more relatable. The closer the example is to the buyer’s situation, the stronger the impact.
• Make it visual — People process visuals faster than text. Use charts, before-​and-​after graphics, or tables to clearly show the positive change your solution brings. Help buyers picture their future success.

Keep focusing on relationships

Nurturing strong relationships is another vital element of value-​based selling. Thankfully, all of the above actions contribute to a genuine connection with buyers. Demonstrating value, continuously, and showing interest in their business drives rapport and trust.

It also establishes you as a credible partner. Considering how credibility impacts purchase decisions pushes you ahead of competitors.

And, as you integrate these practices into your own strategy, keep revisiting them.

As Luke Boddis writes for Forbes, “Value-​based selling requires continuous learning and improvement.”

“This means constantly gathering feedback from customers and adapting your approach to better align with customer needs.”

And for even more guidance on fine-​tuning your value-​based approach, take a look at these other tips from SalesFuel.

Image by StartupStockPhotos from Pixabay