By Paul Reilly
“I have good news and bad news.”
It’s a common phrase. We all use it. Have you ever noticed the bad news overshadows the good news?
With that said, our latest meta-analysis revealed good news and bad news. Over the past year, I gathered data from clients across multiple industries: distribution, biotech, manufacturing, and financial services. This ongoing study helps clarify sales challenges and uncover training opportunities.
Good news first: Differentiation is no longer the top challenge facing salespeople. Accessing the high-level decision-maker isn’t the top challenge, either. For seven years, Tom Reilly Training has tracked this data, and those two challenges have alternated at the top.
Now for the bad news…
The number-one challenge currently facing salespeople: creating more value.
Expectedly, during this same time—as sellers struggle to create more value—they also struggle to hold the line on pricing. Salespeople are more reliant on discounting than at any other time throughout the history of this study. In fact, 78% of salespeople will rely on discounts to win business. If you struggle to create value, discounting seems like the only option.
In recent months, various client calls revealed a common challenge: communicating value. Bear in mind, these clients are from different industries, selling different products, and even different countries, but their comments are nearly the same.
“My sellers struggle to communicate how we add value.”
“My team cannot fully communicate our value proposition.”
“Our customers are largely unaware of our value.”
Is it really about communicating value or something deeper? What if sellers struggle to communicate value because they don’t create enough value to communicate?
The act of creating value is the outcome of thinking like a value creator. Value-added sellers don’t just act differently, they think differently. Value-added sellers focus more on making a difference for the customer, not just making a deal. Their guiding mantra is, “Forget the commission, I’m doing what’s right for the customer.”
Now, imagine approaching every call, email, and presentation completely focused on helping the customer achieve their desired outcomes. If you truly thought this way, would you find new ways to create more value? If so, it’s time to stop looking for a new skill set and start building a new mindset.