Communicating Value

The old pendulum balance scale is a beautiful thing.  Maybe I think so because I am a Libra.  But I have always been drawn to think in a manner that  links back to my perception of that scale.

If I am making a decision from two alternatives – I think in terms of that pendulum.  Which choice brings the most value in that situation? 

As I try to keep my weight under control – I go back to that pendulum.  The weight of what I consume, less the weight of what I burn as fuel and/or… (eh, well, you know the other part) gives me a net loss or gain.

I also think of that pendulum in terms of each part of the sales process.  Especially when it comes to the value equation.

When you bring enough value to your prospect’s table, they will give themselves permission to become your customer… right?


“Bringing value is not enough.  You must be skilled at communicating that value if you want to land that client.” 

– Jeff C. West

Let’s talk about some ways you may communicate your value to your prospect.

VALUE:  Understanding The Challenges Faced by Your Client

Even when I actually need what they are selling, it is shocking to me how many sales people contact me and immediately begin to pitch me the product or service they offer.  You may bring value that I need – but you communicate that value by asking me questions so that you first understand the challenges I face – then by making recommendations in areas where my issue is solved by your solution.

VALUE:  Being The Most Trusted Provider

I had the privilege of working with Aflac for decades.  They were and are considered the most trusted provider in their niche of the insurance industry.  However, competitors were always trying to shoot arrows into the Aflac armor.  Telling my customers how much they could trust Aflac would have been shallow.  Instead of telling your customers that you bring the value of being worthy of their trust – communicate that value by bringing letters of recommendation and referral from current clients.

VALUE:  Being A Resource and Ally For Their Business

Having the ability to keep your customers abreast of changes that affect their industry is a great value to bring to the table.  But knowledge is not power.  The use of knowledge is power.  Communicate that value by sharing insights you have gained, articles you have read, and customer experiences you have witnessed.  This value can also be communicated when you have courageous conversations with prospects and customers recommending a course of action that differs from what they had originally planned.  Don’t just tell someone “yes” when you know it is not in their best interest.  Give your recommendation and make your case.

QUESTION:  Have you ever told a prospect “no” in order to do what is right for them?

Photo: “Balance”, by Stephen Stacey used by permission –