“Value” selling – A Silver Bullet (Part 2)

In my last blog , we discussed the human condition of self-interest and how, in understanding this, we can create a Win-Win situation for both buyers and sellers. I outlined three practical time-tested steps to understand a game-changing concept that we at MHI Global refer to as Win-Results. Today, I’d like to go more in-depth as to how you can further understand the buyer's Win.

Let’s start with the simple table below:

Note the importance of point 4 in each column. When a buyer is able to clearly see how the Results from your product/service solution enables them to Win, that becomes the reason why they buy; I buy the Result to get the Win.

Determining Your Buyer’s Wins

Smart sales strategists will know, or at least have started to realize, the importance of Win-Results in the battle to create differentiation in the mind of the buyer. Think of this: If YOU don’t do it, your competition might. Establishing Wins can be challenging, even more so if your buyers may not even be conscious of their Win. Additionally, Wins are based on feelings, values and emotions, which we are typically uncomfortable talking about. Nevertheless, master this concept and higher closing rates are yours. Below are 3 tips on how to understand your buyer’s Wins:

Tip #1 Infer the Win - some buyers will look for similar Results based on the role they play in the sale. The subject of roles is beyond the scope of this post, but Results can be predictably categorized. Knowing this may provide clues to a buyer’s Win but not a definitive answer. This approach could be a little speculative for such a strategic differentiator. You should therefore always look to triangulate your information where possible and the way to do that would be through coaching.

Tip #2 Coaching - in this context, coaching refers to the role of a particular buyer or someone who is close to the sale and, as such is able to provide accurate intelligence on the opportunity being pursued. The Coach could give you insights that allow you to confirm Wins, or may give you a new perspective, previously unknown about the buyer or buyers.

Tip #3 Asking Outright – this requires subtle questioning skills. Remember I mentioned earlier, that the buyer might not be consciously clear on how they want to Win? They may also be very guarded about sharing this information, as it may not be something easily shared. It is important to invest time preparing and practicing an effective questioning style that encourages a buyer to talk openly about their opinions and attitudes. This will help steer the buyer to a place where you can begin to identify what their Win may look like.

Bear in mind this is not meant to be a cynical sales tactic, if you can help a buyer achieve a personal Win, it can only be a good thing for all concerned. As a salesperson, you should genuinely be trying to develop an understanding as to how you can help your buyer Win. This is commendable intent, otherwise known as Win-Win.

In conclusion, our marketplaces are becoming more competitive and commoditized. As sales professionals, we are always looking for ways to create differentiation. Win-Results might just be the closest to a silver bullet we can get. For those who are already thinking about how you can build this into your current sales processes, here’s a simple rule of thumb – Results go in your presentation deck, Wins are discussed in conversation with your buyers.

At MHI Global, understanding how to practically apply the concept of Win-Results is part of the Strategic Selling® program. Further information can be found by contacting me at: This email address is being protected from spambots. You need JavaScript enabled to view it.. In my next blog, I will be writing about the role of Coaches in a complex B2B sales and how they can dramatically increase your chances of closing deals. - so stay tuned. If you have any questions, or if any of the above resonates with you, feel free to connect with me here in LinkedIn or comment below.

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