We usually focus on our customer dilemmas related to the value he can get from our solution, our service and his resulting payback - and that is what we try to sell...
But actually his buying decision is heavily influenced by additional parameters not related to the product benefits at all.
Solution, People and Company are among the major ingredients of the package our customers buy. The weight of each of them may vary - but one thing is clear: they shape the buyer's decision.
Managing the 3 components of value can obviously provide the additional differentiation needed to win over your competition, but how do you solve the above dilemmas of your buyer?
- Who is responsible in your company to develop those value ingredients?
- What selling tools do you need to deliver those messages?
- When in the selling process are they most needed?
Think about it...!
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