This excerpt from the “Value Pro Show” features a discussion between Bruce Sheer and value selling expert Mike Wilkinson about how sales professionals can become “demonstration ready”. They emphasize that effective demonstrations are built upon a foundation of thorough “value discovery,” ensuring the salesperson understands the customer’s specific challenges and desired outcomes. The conversation unpacks key elements like answering the buyer’s core questions (why change, why us, why now, why trust us) and connecting product features to tangible business value, both financial and emotional. Ultimately, the goal is to move beyond generic presentations to show the customer how the proposed solution directly solves their identified problems and delivers measurable value.
