Value-Added Selling

Value-Added Selling is a content-rich message of hope: You can compete aggressively and outsell the competition while maintaining your profitability. The theme of this customer-oriented philosophy is Add value, not cost; sell value, not price. Value-added salespeople are more focused on making a difference than just making a deal. They know that a cheap price is not the only way to compete—they compete with their total value-added solution.

Value-Added Selling is more than a book or seminar; it is a philosophy. This sets Value-Added Selling apart from other books and training. Value-Added Selling is built on a simple, yet powerful, value-added philosophy: Do more of that which adds value and less of that which adds little or no value. Value-Added Selling teaches salespeople how to think about selling. Their conceptual grasp of the selling process coupled with their strategic insight and tactical expertise give them a competitive edge over salespeople who simply go through the motions.


Value-Added Selling helps salespeople reach their full potential by increasing their knowledge, skill, and sales proficiency. Salespeople learn to…

  • Focus strategically by identifying high-value target accounts, fully penetrating these accounts, and thoroughly understanding the buyer’s needs.
  • Persuade buyers with positioning, differentiating, and presenting compelling reasons for why the buyer should choose the salesperson’s total value.
  • Support customers by making it painless for them to buy, and by building personal and professional relationships with buyers.
  • Sell deeper after the initial sale by seeking ways to re-create value, getting credit for their value-added, and fully leveraging existing customer relationships.
  • Plan and execute tactically the Value-Added Selling philosophy.

Value-Added Selling Overview

The Value-Added Selling Philosophy

This opening module introduces salespeople to Value-Added Selling and encourages them to embrace this sales philosophy.

  • The Value-Added Organization—how companies compete with value-added
  • Introduction to the Value-Added philosophy
  • Introduction to Value-Added Selling
  • What buyers really want from sellers—it’s not just a cheap price
  • Customer messaging—how to identify and communicate your total value

The Value-Added Selling Process®

This module is a conceptual and strategic overview of the Value-Added Selling Process®. In this module, salespeople learn about the eleven things they must do to sell their value-added solution.

  • Critical Buying Path®
    • Identifying the steps customers go through to procure total value and leverage the solution
    • Understanding value from the customer’s point of view
  • Value-added offensive selling strategies (how to identify and acquire new business)
    • Target Selection (identifying viable sales opportunities)
    • Target Penetration (selling at different levels in an organization)
    • Customer-izing (getting inside the customer’s head)
    • Positioning (maximizing your image)
    • Differentiation (selling against the competition)
    • Presenting (why buy your solution)
  • Value-added defensive selling strategies (how to retain and grow existing business)
    • Serving (logistics support)
    • Relationship Building (building strong customer bonds)
    • Tinkering (continuous improvement and recreating value)
    • Reinforcement (getting credit for your value-added)
    • Leveraging (extracting maximum value from your accounts)

Value-Added Selling Tactical Overview

Pre-call planning

  • Six call preparation questions salespeople must ask before every call
  • The Call Planning Guide®

The Value-Added Sales Call

  • Opening with impact
    • Establishing rapport
    • Previewing your objectives
  • Probing for needs: The Needs Analysis
    • Mechanics of probing
    • Three critical probing areas of customer needs
  • Presenting your company’s solution
    • Presentation style—personal persuasion
    • Presentation substance—designing compelling messages
  • Closing strategies: Gaining Commitment Post-call activities
  • Analysis of the sales call
  • Follow-up action and strategies
  • Role Play (practice with feedback)

New Value-Added Content

Small-Wins Selling

Successful salespeople break down large, complex opportunities into manageable small wins. These salespeople win big opportunities by designing success in small steps. Along the path to success, there are a series of small wins that move the sale forward. Here are the topics covered:

  • Define small wins
  • Small-wins account planning
  • Managing the sales process using small wins

At the end of this module, participants will be able to

  • List examples of small wins;
  • Detail small wins from previous success;
  • Learn how to apply the small-wins approach to account planning; and
  • List three ideas to manage salespeople using a small-wins approach.

The Psychology of Decision Making

A traditional view of economic decision making is that humans are calculating machines that seek to maximize their outcomes. But humans are not calculating machines. Our decision-making process is not purely rational and logical. In this module, we explore the dynamics of buyer decision making. Here are the topics covered:

  • The ten dynamics of buyer decision making
  • Group decision making
  • The power of incumbency
  • The psychology of price shoppers

At the end of this module, participants will be able to

  • Describe the internal and external forces that help shape decisions;
  • Discuss the specific characteristics of price shoppers; and
  • Name ways they can change the conversation with price shoppers to guide it down a path of value.

Managing Multiple Decision Makers

The average B2B buying decision includes 5.8 people. If selling one person on your value-added solution is challenging enough, 5.8 people complicate the process. Salespeople that are unfamiliar with group dynamics rely on familiar selling methods. They sell each person the same way. Selling the same way to everyone is seller-focused thinking. Value-Added Selling is a customer-focused approach. This means customizing your approach to each decision maker and influencer.

In this chapter, we address the dynamics of group decision making and how to adjust your selling strategy for group decisions. At the end of this chapter, participants will be able to

  • Describe how group dynamics impact decision making;
  • List three strategies to overcome group biases;
  • Name three ways to generate momentum in a group setting;
  • Discuss how to customize a group presentation; and
  • Detail how to gain consensus.

Selling Through Tough Times

This tone-setting module introduces participants to the inspirational and practical message of hanging tough mentally and hanging on to profit in tough times. You fight this battle on two fronts. One, you fight it on the streets with your knowledge and skills. Two, you fight it in your mind—your thinking, and your attitude.

Here are the topics covered in this module:

  • Identifying three mistakes salespeople make in tough times
  • Understanding buyer concerns in tough times
  • Embracing the tough-times attitude
  • Supporting and selling strategies for tough times

After this training your salespeople will be able to:

  • Discuss how to overcome the top mistakes salespeople make in tough times;
  • Describe concerns buyers have in tough times;
  • Detail ways to mentally prepare for tough times; and
  • Describe how to protect existing business in tough times.

When you embrace this message, and apply these strategies and tactics you will experience the following benefits…

  • Sell more profitably
  • Compete on your total value, not just on price
  • Identify viable sales opportunities and penetrate these accounts
  • Get the credit you deserve and increase business with existing customers
  • Build your confidence and your competence
  • Identify and communicate your value-added more effectively
  • Increase your personal value to the customer and to the company
  • Nail shut your back door on existing customers
  • Develop more stable and stronger relationships with customers
  • Project a more professional and powerful image
  • Gain greater control of the sales process and navigate it smoothly

This training is available as an in-house seminar, virtual training, or through our public seminar offerings.