The Most Important B2B Sales Skill

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This is the most important skill in modern B2B sales…
The ability to sell value, not price.
Today we’re looking at how to steer away from price so you can compete on value instead. If you sell an “expensive” product or at the other end of the scale, a product that has lots of similar competitors, then this is the highest impact thing you can do to drive more sales.
What Is Value?
According to Ajit Ghuman, most sellers struggle to communicate their value and so get objections about their products price -
“Many times the issue of price is not the issue of price, it's an issue of we didn't communicate the value properly.” - Ajit Ghuman
So with that in mind, what is “value” in the context of a B2B sale?
Value is the difference between the intrinsic cost of a product and the price the buyer pays.
So a car for example has intrinsic cost in the fact that it’s made of lots of expensive materials.
But the value is that it can take you places. You don’t have to take the bus, you can fit more activities in your day, and they can make you look like a boss if you drive something exotic.
So it’s much easier for a buyer to say yes to an offer with lots of value, because it makes the offer price look small in comparison.
This gets exciting for sellers because…
Total Value = Product value + Your value
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How does this only have 349 views? This is a great video, that sales people at all levels need to watch. Whether you are new needing to better understand process, or seasoned needing a review.