When selling technology (although this does apply to other industries as well,) potential customers can more or less be divided up into two categories; customers that are going to buy the lowest priced solution to their problem, and customers that are willing to pay a premium, but only if they feel they are receiving added value, as well as a quality product or service.

Many organisations have not seen the opportunities that these customers present, and they also haven’t consolidated ways of adding value to their sales process that isn’t simply adding new features to their products or services.

To summarise adding value to a sales process, it involves giving the customer insight into their problem instead of simply talking about your product. In order to achieve this, businesses must prove their expertise to customers and in some cases, improve it before doing so.

Companies that sell technology sometimes simply use information on their product as their main selling points, however companies that use this kind of selling strategy are really nothing more than human web pages as customers can find all of the information about the products online, or if they cant they should be able to.

There are two ways for a technology salesperson to create value for a customer. These value drivers are as follows:

-Uncover the unrecognised problem. Leverage your expertise of the customer’s industry, company and market to help them see problems of which they were previously unaware. By helping them to discover a problem, through careful questioning, you can bring tremendous value and, of course, the solution to their problem.

-Offering a solution that the customer has not anticipated can add a huge amount of value to your selling process as your expertise will have helped the customer implement a solution to future problems that they may not have seen coming, therefore the product you’re recommending seems more valuable.

In order to provide a customer with an unanticipated solution to their problem, they must meet at least one of these prerequisites:

-The customer is aware of the need, and feels the pain

-They have a vague idea of a solution to their problem

-They know exactly what their desired outcome is

If a potential customer is in one of these situations then you are in a key position to help them see a better solution that they previously hadn’t anticipated.

Related Reading:

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