Sales Intelligence: Fixing the Pain Points with Value

It is said that a company makes a purchase decision for one of two reasons. Either, the company has a problem that is painful enough to be solved or the presented solution offers so much value that it would be foolish not to purchase. This is the most basic of sales. But, the problem that exists over time is that marketing believes it understands what the value proposition SHOULD be when, in fact, the prospect sees things in an entirely different light. In fact, the prospect could not care less what you think the value of your solution is. They are only concerned with how the solution will apply to their own problems within the workings of their own company.

Have you ever undertaken a 3rd-party evaluation of your value proposition and compared the findings with your current messages? How often are you able to identify the factors that were most important to the prospect in the decision-making process?
Benefits
At their root, businesses don’t make purchases (especially substantial purchases) without either having a strong pain that needs to be fixed or pursing a vision that will bring great benefit. The vendor that solves the problem most elegantly is likely to win the value proposition battle.


Marketing
While most marketing departments focus their message on the accepted value proposition, few of them look to recent sales successes to discover those specific nuggets that are making the difference for their company right now. It’s one thing to understand which messages play well among the marketplace. It’s another level completely to know what is tipping the prospects’ decisions in your favor.

Sales
With this intelligence, sales can bring pressure to bear directly on the pain points. Communication will revolve around the highest areas of value with peripheral differentiators being brought into play. The best sales professionals know how to communicate value. Now, you can provide more consistency.

Recommendations

Look to your current new client base and understand what caused them to choose you over the competition.

Interview those companies that chose the competition. Discover their perceptions of all value propositions in play and refine your message. Then, push it down to every sales professional in the organization

Consider the fact that Primary Intelligence generates more sale intelligence with measurable ROI.

And, if you have an thoughts along these lines, let's chat. (cdalley@primary-intel.com, 801.838.9600 x5050)