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Value-based selling is a buzzword that’s bandied about a lot these days. Many big corporations claim to offer this service to their consumers, presenting various arguments for why their company is the best value. There are many characteristics that a corporation may claim make them a “value-based vendor,” from tech support to delivery speed, warranty policies to company reputability.

What Is Value-Based Selling?

The act of putting the customer’s needs over the sales professional’s is known as value-based selling. In other words, a value-based sales approach avoids the habit of pushing a solution at every level of the purchase process. Instead, this approach aims to provide customers with genuine value without directly promoting the product or solution. This strategy may appear counterintuitive at first as salespeople have quotas to meet, and using a value-based approach that prioritizes the customer’s demands may seem to stifle the sale’s momentum. Since servicing the customer doesn’t always imply arguing for the worth of various products and services, many salespeople might revert to value-based sales instead.

On the flip side is product-based selling. Most salespeople know and understand this, as it is easy to push the product alone. Product-based selling strategies can be easier to master and more productive for the salesman who isn’t a natural at selling. These methods also allow teams to standardize their sales practices across the board. On the other hand, the long-term benefits of value-based selling tend to be more significant because this type of selling focuses on building the customer’s trust in the salesperson before moving on to the solution and sale.

Why Is Value-Based Selling Important?

One of the essential principles of value-based selling is that the customer’s demands must be completely understood before sales can occur. Only by asking questions that probe deeply into the customer’s core demands will this be accomplished, which can be problematic since salespeople are in a hurry to close deals. Given the demands imposed on salespeople, this sense of urgency is natural. However, it is more beneficial to obtain all of the details of the customer’s situation initially so that the positioning language is more resonant afterward. This tactic builds trust because the customer benefits from a non-self-serving sales approach. 


The purchase decision in value-based selling is a journey where the customer learns how to attain their objectives. Because the sales expert is coaching them through the problem-solving required to make a decision, the sales process is educational. Customers can recognize that they are not part of a by-the-numbers sales and marketing approach. Instead, the potential consumer sees the salesperson as a consultant who cares about their business. This relationship increases conversion rate significantly over product-based sales when used correctly.

The Framework For Value-Based Selling

Establish Value

Before you can sell the value of your product or service, you need to understand what it brings to the table. What pain points does it help solve for others, and how can you leverage that value?

Stand Out From The Competition With A USP

Coming up with a USP, or Unique Sales Proposition, helps you stand out from competitors while also strengthening the value of your product or service. To have a USP, you must have a thorough understanding of your product or service before you can even begin to contact a prospect. What is your one-of-a-kind selling point that distinguishes you from the competition? What can you do to add value? Before approaching a client, know and believe in your USP, or you’ll miss the main point of value selling.

Understand The Customer

You can’t add value unless you know your prospects. Many organizations and their salespeople spend countless hours trying to sell to prospects, but few are ready to put in the time and effort to learn about who they are. What problem are they trying to solve that your product helps? Are they in the market for a service that will streamline sales or lower maintenance costs? If so, position the value of your product rather than just the product itself. Do your research beforehand to accurately determine and display how and why your product or service fits their needs.

Listen and Show Interest

Successful salespeople ask targeted inquiries to get to the heart of what prospects desire. You may boost your prospects’ confidence in how well you understand their situation by pushing them to tell you more about what they need. You’ll also learn facts that will assist you in underlining how valuable your offer is in connection to what they’re doing. You’ll be able to describe the worth of your offer to a consumer in terms they’ll understand and appreciate if you figure out how much it can benefit them. The best advice for this aspect is to speak to your prospects as though you were a buddy or a trusted advisor.

Adapt To The Customer

Even with all you have learned beforehand, you might still have to adapt to the customer after presenting them with your product or service. Multiple key changes can occur during the sales process, and even the customer’s needs or desires might change. To sell your product’s value, you have to adjust to any changes that happen during this process in a reliable and professional yet still friendly manner. 

Present Extra Value

Each interaction must have a purpose if you wish to continue building trust, create a good experience, and add value every time you engage with a prospect. Every time you interact with the client, make them feel heard and supported. When you’re not actively involved in a sales call, share helpful articles or content relevant to their industry. Offer your prospect several choices if they get hesitant during the process. You might also share comments from your consumers so that a potential customer can get a first-hand understanding of your service. Avoid instructing a prospect what to do explicitly. Rather, continuously providing them with new ideas and techniques that will assist them in strengthening their competitive position.

Get The Sale

In every interaction with a prospect, be honest and sincere. Show them that you care, that you care about them, and that you aren’t there to waste their time. People don’t buy based on reasoning; they buy based on how a product or service makes them feel. Customers are more concerned with the advantages they believe a product provides. These advantages represent the customer’s perceived value of the goods, and they will ensure that you receive the sale.

The Framework For Value-Based Selling


A value-based selling strategy is worth a shot if you want to make your sales plan more productive. Help your consumers resolve their issues and persuade them that your product can assist them in achieving their objectives. Making real connections and mutual understanding with clients takes time and effort. However, it is also unavoidable when attempting to become a successful entrepreneur.

Let Wingmates help guide your sales strategy with innovative and powerful CRM solutions to help Commercial Service businesses dominate their competition and retain their customers. From Fortune 500s to small service companies, Wingmate provides millions of dollars in untapped revenue and time saved to enterprises worldwide. Ready to learn more about Wingmate? Head on over to our website or visit our blog today! 

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