By Bruce Scheer, Co-Founder, ValuePros.io
In the complex world of high-consideration B2B sales, “foggy value” creates significant barriers to closing deals and driving revenue growth. When key stakeholders lack clarity on the value of change and the associated solution, the buying journey becomes muddled and uncertain.
This lack of clarity manifests across the digital to human (D2H) journey through high bounce rates, low engagement, poor conversion, and negative customer feedback. With 70% of the buying journey happening online and through word-of-mouth before contacting sales, getting your value proposition clearly articulated online is critical.
In human to human (H2H) interactions further along in the buying journey, symptoms like long sales cycles, heavy discounting pressure, competitive losses, and low win rates signal that “foggy value” is holding you back.
So how do you pierce through the “value fog” and illuminate the transformative potential of your solution? The key lies in enabling your revenue team to communicate and quantify “real value.” By minimizing the gaps between product, marketing, sales, and buyer perceptions of value, you align everyone around the tangible impact your solution delivers. This requires enhancing your D2H digital assets and tools while arming your sellers with a compelling value narrative, robust value tools, targeted training, and ongoing deal support. At the heart of this approach is a crisp definition of the business value your solution unlocks for target buyers, empowering your revenue team to articulate and quantify a differentiated value proposition.
Here are five key value dimensions to consider as you frame your value proposition for your value narrative for your target customers. Your sales team can also use these dimensions in discovery to craft tailored value narratives.
- Financial Value: Delivering significant financial benefits via high ROI, increased revenue, and enhanced profitability.
- Emotional Value: Enhancing personal and professional satisfaction for decision-makers through trust, loyalty, reputation, and peace of mind.
- Operational Value: Improving efficiency and effectiveness by streamlining processes, boosting productivity, and reducing errors.
- Strategic Value: Aligning with the buyer’s long-term vision to drive growth, differentiation, and market leadership.
- Sustainable Value: Supporting long-term sustainability and social responsibility goals while mitigating risk and enhancing brand image.
You can seek to quantify value across these dimensions using metrics such as cost reductions, revenue growth, employee satisfaction scores, time savings, market share gains, strategic goal achievement, and carbon footprint reduction. Helping your team flesh this out with their customers will be instrumental in building an irrefutable business case.
In conclusion, escaping the “value fog” is essential to igniting revenue growth in high-consideration B2B sales. By leveraging the core value dimensions to define, communicate, and quantify your differentiated value proposition across the full spectrum of value, you empower your revenue team to attract and win more business. Armed with a compelling value narrative, robust tools, and targeted training, they will collaborate with buyers to tailor solutions to their unique needs, building trust and illuminating the path to transformative business outcomes. As you align your entire organization around delivering and realizing customer value, you will pierce through the fog, shorten sales cycles, command premium pricing, and accelerate revenue growth. Embrace this approach and watch your team shine brighter than ever before in the eyes of your customers.
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