How To Demonstrate Your Value In Sales | Professional Selling Skills Training

When demonstrating your capabilities, it is crucial to illustrate the value of your services compared with your potential competitors. Illustrating value will create less price resistance when the time comes to hire you.

Prospects want a superior service, one that comes with added benefits such as strong technology and staff training. They want assurance that their delivery schedules will be met and that if they have a problem, you will be there for them.

Many prospects want a professional firm that can provide a variety of services, rather than just one specialized service. This is called a business relationship. To the extent your firm focuses on building relationships by solving a variety of business problems, you should demonstrate that you can provide value by developing long-term relationships. Using client testimonials is a good way to illustrate the value clients have received from your services.

Stay Away from Feature Language

The key ingredient to demonstrating value is to ensure that your language is benefit-oriented rather than feature-oriented. Many professionals talk in terms of the features provided by their firms. Size of firm, number of partners, services provided, and location of offices are all features of your firm. I have heard many a boring partner attempt to wax eloquent about the size and scope of his firm. Features are of interest to the seller and of very little interest to the buyer.

Advantages Are an Improvement

Each feature of your firm has an advantage. For example, one could say, “We have 12 partners, which gives us the ability to provide our clients with a diversity of experience and specialty.” Advantages are slightly more powerful than feature language because you are talking possible benefits. So long as the prospect is interested in “a diversity of experience and specialty” you might hit a hot button. Or you might not.

Benefits Express Value in the Prospect’s Terms

Demonstrating the quality you build into your service is crucial to clients’ understanding the difference in your value compared with that of your competitors. However, make certain that the prospect cares about quality level. If the prospect asks about how your associates are trained, you can talk about the quality education each of them has, and about your professional training programs. This is benefit-oriented.

Conclusion

When you sell value rather than features or services, prospects better understand what they are buying.