Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Back to Learning Center
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
Navigation_8_2021_flywheel

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Optimization

Website Design & Optimization
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified 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.

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