This Value Pro Show podcast episode features a discussion between host Bruce Sheer and global advisor Paul Roberts on the strategic use of business value assessments in sales. The core theme revolves around leading customers through their buying journey by employing assessments to highlight strategic business value, rather than just product features. Roberts emphasizes that well-executed assessments can differentiate the sales experience, build trust with senior stakeholders, and position the seller as a trusted advisor who helps customers understand their needs and the rationale for change. The conversation explores various types of assessments, from light digital tools to in-depth consultative engagements, and underscores their potential to increase win rates, deal size, and shorten sales cycles by fostering alignment and providing compelling reasons for action.
