How to Build a Strong Value Selling Framework for Your Sales Organization

The days of generic sales pitches are gone for good. Modern buyers now demand customized proposals from sales representatives who prioritize the specific needs of each prospect.

Take note of these findings from the 2018 CSO Insights Study conducted by the Miller Heiman Group:

• 70% of buyers have identified their requirements and know they want to buy something before even speaking to a salesperson.
• 92% of buyers expect a value proposition early in the sales process.
• Less than one-third of buyers perceive a significant difference between various vendors.

The solution — value selling, a distinct sales method that places the buyer and their business at the heart of the sales journey. Rather than describing how a product can address “issues like yours,” the value seller zeroes in on each prospect’s unique challenges. They demonstrate how their solution assists with addressing a specific pain point and the extent of its impact on a company’s bottom line.

Value selling is highly effective but requires a robust framework to succeed. In this article, you will discover the concept of a value-selling framework, its components, and how to establish one within your organization.

First Things First — What Is a “Sales Framework?”

Before we make a case for the importance of a value-selling framework, let’s avoid the pitfall of impenetrable jargon. What do we even mean by “sales framework?”

Sales is a complex process that involves identifying potential customers, nurturing relationships, and closing deals. To be successful, sales professionals need a clear and effective roadmap for navigating this process. This is where a sales framework comes in. In this article, we will answer the question, “What is a sales framework?” and explore its importance in the sales process.

A sales framework is a structured approach to selling that outlines the steps involved in the sales process. It provides a clear roadmap for sales professionals to follow, helping them to be more efficient, effective, and consistent in their sales efforts. Sales frameworks can take many forms, but they typically include the following key components:

1. Prospecting: This involves identifying potential customers who may be interested in your product or service. This may involve researching and analyzing data to identify target markets and individuals. 
2. Qualifying: Once potential customers have been identified, sales professionals must determine whether they are a good fit for their product or service. This involves assessing the customer’s needs, budget, and decision-making process.
3. Needs Analysis: In order to provide a solution that meets the customer’s needs, sales professionals must gain a deep understanding of their customer’s goals, challenges, and pain points. This may involve asking probing questions, listening actively, and analyzing data. 
4. Presentation: After understanding the customer’s needs, sales professionals must present a solution that meets those needs. This may involve a product demonstration, proposal, or another form of communication.
5. Handling Objections: Customers may have objections or concerns about the proposed solution. Sales professionals must be prepared to address these objections and provide solutions to alleviate any concerns. 
6. Closing: The sales professional must close the deal once objections have been addressed and the customer is satisfied with the proposed solution. This involves finalizing the terms of the sale and obtaining the customer’s commitment.
7. Follow-up: After the sale, sales professionals must follow up with the customer to ensure satisfaction and maintain the relationship.

A well-defined sales framework can help sales professionals to be more efficient, effective, and consistent in their sales efforts. It provides a clear roadmap for navigating the sales process, helping sales professionals to stay on track and meet their sales goals. In addition, a sales framework can help identify improvement areas, allowing sales teams to refine their approach and optimize their sales process over time.

The Importance of a Value Selling Framework

Value selling is more complex than previous selling approaches. Traditional sales models usually start with talking to your prospects, but buyers’ needs have become more nuanced.

A long time ago, when sales as we know it was born, sales reps broadcast the features of a product through product and feature selling. As prospects’ needs became more complex, this evolved to solution selling. This approach targeted pain points, but those pain points weren’t necessarily specific to the prospect.‌

When generic value selling entered the picture, it was still one-size-fits-all. Sales representatives told prospects what others had achieved using the same solutions, hoping that the prospect would want what their competitors had.‌

Specific value selling is more mature. This is today’s standard approach to value selling, in which you research a prospect’s needs and create a targeted presentation, showing the prospect exactly how much your offering will improve their business. ‌

You can drill down even deeper and get more sophisticated with differentiated value selling, quantifying value for a specific project. You show the prospect their options for allocating budget and driving results, focusing on how your solution will get the prospect closer to their goals.‌

You need a structured framework to create a specific or differentiated value selling proposition. You and your team need to know how to create this proposition, what it should entail, and how to bring it to the client.‌

Value Selling vs. Other Selling Methodologies

Value Selling vs. Solution Selling

Solution selling focuses on identifying customer problems and providing tailored solutions to resolve those issues. While this approach is customer-centric, it does not always emphasize the value of the offered product or service.

On the other hand, value selling is rooted in understanding the customer’s needs and demonstrating how a product or service provides value in meeting those needs. The emphasis is on showing how the benefits of a solution outweigh the costs, resulting in a greater return on investment (ROI) for the customer. This creates a stronger and more compelling sales argument, leading to increased conversions and customer satisfaction.

Value Selling vs. Feature Selling

Feature selling, as the name suggests, is centered around promoting the features of a product or service. While these features may be impressive, they often do not effectively communicate the value or benefits a customer will experience.

Value selling shifts the focus to the outcomes that customers can achieve by using a product or service. By showcasing tangible value, such as cost savings, increased efficiency, or improved productivity, customers are more likely to see the importance of investing in your solution.

Value Selling vs. Consultative Selling

Consultative selling involves building trust and rapport with the customer by offering expert advice and guidance throughout the sales process. This approach can be effective in building long-term relationships; however, it can fall short when demonstrating the value of a product or service.

Value selling incorporates consultative selling techniques while also emphasizing the value proposition. This combination ensures that customers trust your expertise and see the direct benefits of your product or service, making it an easier decision to buy.

Value Selling vs. Challenger Selling

Challenger selling is based on the premise that salespeople should challenge customers to think differently about their problems and solutions. While this can lead to thought-provoking conversations, it can sometimes create friction and confrontation, hindering sales.

Value selling maintains a customer-centric approach by focusing on understanding customer needs and presenting the value of a product or service. By building a case for your solution’s value, you can create a more persuasive sales argument without the potential drawbacks associated with challenger selling.