Starting at Level 4 requires that you meticulously build a case for change by sharing the forces working against the status quo. ![]() This higher level of value is created by providing advice on what is changing (or has changed) in the prospective client’s world that should be causing them to do things differently to address their systemic challenges or to capitalize on new opportunities. ![]() The remedy for showing up and looking like every other salesperson and every other company vying to do business with your prospect is to start at a much higher level, something we call Level 4, or strategic value. The challenge with Level 1 value is it does nothing to make a case for change, that the prospective client should be doing something different to produce greater results. What the client sees is a sales organization that has a similar product or service to what they have now, a company with the same bona fides as their present provider, and a slide deck with logos of big companies to provide further proof they do good work. For the longest of time, salespeople have shown up as what we call “Level 1,” which is the level of value created by your product for service. The primary reason a salesperson or sales organization is treated like a commodity is because they present themselves as one.
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