Teaching Value-Based Selling - Romar Learning Solutions

A strong sales team understands the importance of value-based selling. By highlighting the benefits and impacts of a product, sales representatives can encourage behavior change. Here are a few tips for effectively teaching value-based selling:


Value-Based Selling Is Consultative

Value-based sales calls aren’t pitches. Customers want sales representatives to hear them and help solve problems—not sell them. Therefore, value-based sales calls are structured like consultations, focusing on a problem or question. 

In a value-based sales call, sales representatives practice active listening and ask strategic questions to better understand their customers’ pain points so they can highlight the ways their products may help.

When developing your sales team, instruct sales representatives on perfecting their consultative approach. They should ask questions about their customers’ short- and long-term goals, day-to-day challenges, and any objections they may have for adopting new solutions. 


Value-Based Selling Is Personalized

Your customers are unique, as are their needs. Therefore, there’s no one-size-fits-all sales approach. Instead of following a script, sales representatives should prioritize understanding their customers’ needs and tailoring their responses accordingly.

Customers value different things. Instead of teaching sales representatives to address a long list of talking points, encourage them to practice asking effective follow-up questions. This requires them to be perceptive and quick-witted. They must be able to recognize a need or challenge, ask a follow-up question that provides clarity, and offer relevant benefits.


Value-Based Selling Is Concise 

Sales representatives are trained to know every detail and feature of the products they’re selling. Being as knowledgeable as they are, sales representatives often make the mistake of bombarding customers with information that may not be impactful or relevant to the customers’ needs.

When training your sales teams, encourage sales representatives to focus on impact. Strong sales representatives are brief but comprehensive in their delivery of new information. They understand their customers well enough to know what information is relevant and provides the most value.


Value-based selling involves convincing your customers that the benefits of adopting your product outweigh the cost of doing so. Interested in developing your sales team and a new value-based model? The professionals at Romar Learning Solutions are ready to assist. Contact us today!

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