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Informative Articles

CRM For Beginners – Customer Relationship Management Basics
In order to maintain a successful business, the business must understand and maintain a positive relationship with its customers. Customer Relationship Management (CRM) is the process of bringing the customer and the company closer together. There...
Hiring and Retaining Good Employees
Hiring good employees is not only important to business, it’s essential. Employees are the heart and soul of a business; they are the mechanism that makes a business run; they are the breath of life that enables a business to be something more...
Part 3 of 5 - How "Pipe Dreams" Can Become Realities!
DO YOU HAVE THE POTENTIAL? Within you is the power to accomplish anything you want. But it will not happen if you are not tuned into your true desires. Don't fool yourself into compromising for less than a complete goal. If you want to be an...
Phone Interviews: Prepare to Ace Them!
More companies are saving time and effort by doing initial telephone interviews before committing themselves to hours of time assessing and evaluating applicants. They are doing this because, frankly, it's a good way to save a team's time from...
Strategies for Creating a Niche Business
The customer told me, “My immediate goal is to get more customers into my business. My second agenda is to move slowly towards becoming more specialized as a business.” Here are the six steps we used with this business owner to make his...
 
Communicating Value


Abstract: People buy for their reasons, not yours. This article covers the key elements that prospects want to hear you talk about.

Always, but especially during lean times, effective sales professionals know the importance of communicating value.

Budgets – if they ever were discretionary – are tighter. Business customers are being asked to do more with less. Decisions are increasingly less on WHERE to spend the money and more on WHY we need to spend the money.

Value is the customer’s perception of your worth, excellence, usefulness, or importance with respect to them or their business. Value addresses the customer’s question, “What can this person or company do for me?”

Even spending time on the phone with you must return something of value to the customer. You must initially and continually earn the right to have the customer invest their time and money with you.

Position value by explicitly answering these questions throughout the sales cycle:


How would YOU answer these questions for each of your prospects or customers? If you don’t have the answers, expect resistance. If you do have answers and your solution is directly linked to your customer’s articulated needs, you will be successful even in these difficult times.

Successful reps tell their customers what the value to them is – customers shouldn’t have to work to figure it out themselves. If you don’t explicitly quantify the value your customer can expect to receive, and your competition may be doing this work for your customer, who is going to win the business?

This information comes from Forming Business Relationships, a module in Entelechy’s High Performance Sales training. Check out this module as well as our 40 other modules, training tools, and eGuides at www.unlockit.com.

Terence R. Traut is the president of Entelechy, Inc., a company that helps organizations unlock the potential of their people through customized training programs in the areas of sales, management, customer service, and training. Check out our 40 customizable modules, training tools, and eGuides at www.unlockit.com. Terence can be reached at 603-424-1237 or ttraut@unlockit.com