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Praise for Sell More by Selling Less

“We have worked closely with Rob to build and refine a customized sales process that works for us in our industry. It is simple, easy to follow, and it works. Halo Metrics has enjoyed a solid footing in a competitive and ever-changing market since launching it.”
David Kurth, CSP
National Sales Manager 
HALO METRICS INC.

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In sales and business development, delivering Value is truly the heart of the matter.
Buyers crave it. Sellers kill to deliver it.

Curiously,Value is a concept everyone “gets”but few can clearly articulate. Value is like
beauty – you struggle to define it, but you know it when you see it. This conundrum has
an interesting, and profound, impact on sales effectiveness.

I routinely ask salespeople two questions. First, “Do you believe you bring Value to your
customers?”  Consistently every one, every good one at least, argues fiercely that they
do. Further, they assert that the company they work for delivers hugeValuetoo. They are
sincere and I am convinced.

The second question is, “How do you define Value?” The answer I get to that question is
consistent as well. Consistently inconsistent, that is. If I ask this question of ten salespeople I get twelve different answers, and all ten people are in the same room!

I hear answers like these:

•    Our excellent customer service.
•    Our thirty years in the industry.
•    Me! I bring Value to my customers through my expertise.
•    Our nationwide network. We are there, where and when you need us.
•    Our warranty. We stand behind our products.
•    We are a one stop shop. Our selection is the best in the industry.
•    Quality. Our products perform.
•    The Value is in the Valuewe deliver.

At this point I usually stop the conversation. When a person trying to define a word uses that very word in the definition sentence, they’ve hit a brick wall.

If as a businessperson you believe you are in the business of delivering Value, it is vital
that you’re crystal clear on exactly what Value is. Only in having such clarity can you begin to articulate the Value of your products and services in a way that is clear, helpful and compelling to your buyers.

I got to wondering, “Where is it people get stuck when trying to define Value?" 
Why do they get stuck? How does this stuck-ness affect them, and more importantly their buyers?”  

 


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