By Walter Rogers · Chairman, Baker Communications
The challenge faced by most sales professionals is that customers cannot recognize (presale) the value of your solution without your help. When the customer does not clearly understand your value, they will focus on the one thing they do understand, which always comes down to price. Highly successful sales professionals understand this, so they work to bridge that understanding gap by focusing the conversation on the things that truly matter to the customer.
Many sales professionals are not very effective in this area. If they attempt to discuss value with the customer at all, they tend to say things like:
