Why You Will Finally Pay the Price of Not Selling Value

Given the current circumstances – a Global Pandemic and an economy where so many industries have been shut down or compromised – selling value will be more important than ever.  
The result of selling value is that you are able to win the business despite not having the best price. But when we talk about selling value, what does it really mean?
One sales expert who reached out to me last week was worried that when we are focusing on the Value Selling Competency, uninformed salespeople interpret that as an invitation to present the company’s value proposition.  They see it as an opportunity to show and tell and talk about capabilities.  He’s right.  Most salespeople will seize on an opportunity to share what they know because it is so much easier than asking lots of tough, timely questions.  Let’s take a look at the science.