Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close
Want to Improve Your Sales Process? Follow These 5 Steps Blog Feature

September 11th, 2014 min read

shutterstock_195298118_miniThis post originally appeared on the Force Management Blog. To read more content like this, visit the blog here.

Value-Based Selling demands an understanding of the stages of a basic buying process.

  1. Articulating Requirements

  2. Evaluating Options

  3. Committing to a Course of Action 

The role of the sales rep, then, is to progress the buyer through these stages in a way that leads a buyer towards your solution and away from the competition, and to do so in a way that creates a compelling business case.

Your sales process should naturally progress your buyer from his/her pains and objectives to your solution offerings. 

Whether you’re a veteran salesperson or someone who is getting his/her feet wet in the sales game, it is important to remember the fundamentals. When you encounter your next sales prospect, make sure you are executing these five steps of a value-based sales conversation. 

1. Pain Points and Business Objectives

The first step is to get the prospect to admit pain points and to describe the business outcomes he/she is looking to achieve. Once you have an idea of the business pain and the future state the customer is trying to get to, you will be able to create a compelling business case. 

2. Define Requirements

After you uncover the pain, the seller and the customer must jointly develop a specific and finite list of requirements that the solution must satisfy in order to address the pain points and achieve the business objectives.

Reconfirm the requirements throughout your sales process, especially when you’re dealing with multiple decision-makers

3. Solution Mapping and Business Justification

Once you define the required capabilities of the business solution, you need to map the features and functions of your solution back to the requirements that are most pressing from the buyer.

These required capabilities need to be tied back to the business objectives that are fueling the purchase. 

4. Differentiate 

The fourth step is for the seller to clearly differentiate the solution from competitive offerings.

Again, this needs to map back to the requirements that are top-of-mind for the buyer. Differentiation is only effective if you map it back to the decision criteria that you’ve established with the required capabilities. 

5. Provide the Proof

Provide proof of the value you promise with proof points and customer testimonials that give future customers tangible evidence your solution does what you say it can do.

Providing these references from outside sources can help your customers understand the positive business outcomes they can also expect from your solution. These proof points should include testimonials that describe how your company’s solution satisfies the requirements in a way that addresses the pain points and achieves the business objectives. 

When it comes to your entire sales team executing these types of customer conversations, a Value Messaging Framework can help drive consistency in your sales organization and achieve the measurable results that improve the bottom-line. Learn more here.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE