In small sales, you don’t really have to focus on creating value very much.

Show someone a gadget, all its features and accessories, and if you impress upon them that it has the right features at a reasonable price, then they go ahead and buy it.

But in larger sales things are different.

As Neil Rackham said some 19 years ago…

In a smaller sale the customer is less conscious of value. As the size of the sale increases, successful salespeople must build up the perceived value of their products or services.

Sure the prospect wants the feature explanation, so it is something you need to do to make the sale, but that’s not where the value is created.

Value is created in helping your prospect see how all the features of your product and company help them to solve a particular problem.

So how much value is enough?

You’ve created enough value when it outweighs the cost of your product AND the prospect perceives the problem as being serious enough to solve now.

Just showing them that your benefits outweigh the costs is not enough. The problem itself has to be significant enough to solve now.

You can get good at creating value with your prospects.

It’s easier than you think, and it doesn’t involve lots of brochure memorization and feature regurgitation.

Go to Persuasive Selling Skills now and get started on developing the value creation sales skills you need to get your prospects to buy from you now.

Sell with Pride,

Shameless Shamus