Every professional in B2B sales knows the power of being a trusted advisor. Many teams want to sell on value. Very few actually know how to do it, despite companies spending over $15 billion a year on sales training.
I have seen it firsthand — as a buyer, as a seller, as a CMO working with sales teams, and as someone who has spent years studying how deals get made in enterprise technology. Most sales conversations are product pitches dressed up in the language of value. The words sometimes are right, but the execution is not.
This is not a failure of intent. Most salespeople genuinely want to help their customers. The problem is that selling on value is harder than it sounds — and most teams have never been given a real framework for how to do it.
Three Fundamental Truths About How People Buy
It is important to understand the perspective of the buyer to frame what it means to sell on value and how to align with the way buyers make decisions. Let´s look at some interesting stats from leading analysts:
Continue reading “The Trust Equation: The Foundation for Value-Based Selling”