Winning the Five Value Conversations
The e-book "Winning the Five Value Conversations" teaches sellers how to master five key stages of the Customer Deciding Journey—Initiate Value™, Create Value®, Elevate Value®, Capture Value®, and Expand Value®—by using research-backed messages and skills to act as insightful advisors who guide buyers beyond their stated wants to uncover and deliver superior value, ultimately building pipeline, differentiating solutions, justifying decisions, managing pricing, and growing customer relationships.
Winning the Five Value Conversations
Discover the messages and skills your sellers need to win at every stage of the Customer Deciding Journey.
“I sell by being a trusted advisor.”
It seems like a fine enough selling mantra on the surface. But dig a little deeper, and you’ll see that most people’s definition of a “trusted advisor” is actually the opposite of what it takes to master sales conversations today.
It’s not enough to say, “Tell me what you want; I’ll get it for you.” Buyers want you to tell them what they should want. They don’t want to sift through all the information—it’s up to you to deliver insight into what they’re missing that will improve their performance.
To do that, you need to understand your buyers’ underlying behaviors and motivations and respond in the moment with research-backed messages and situationally sharpened delivery skills.
In this e-book, you’ll discover the science-backed techniques you need to win all five Value Conversations:
- Initiate Value™ – Ignite your prospect’s interest and build qualified pipeline.
- Create Value® – Disrupt the status quo and differentiate your solutions.
- Elevate Value® – Build a business case to justify executive decisions and close more deals.
- Capture Value® – Manage pricing tension and drive consensus to increase profitability.
- Expand Value® – Reinforce your relationship to keep and grow existing customer revenue.
The Start of Your New Story
You're well on your way to convincing your buyer that your solution is not just a good choice—it's the best one.