© 2014 ValueSelling Associates, Inc. All rights reserved.
This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey
any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe.
Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates is strictly forbidden.
Marilyn Janas
Managing Partner
ValueSelling Associates, Inc.
May, 13 2014
The business of knowing
your customer’s business:
The key to selling value
© 2014 ValueSelling Associates, Inc. All rights reserved.
Today’s objectives
What is business acumen and why is it important?
How to engage in a business conversation
The relationship between business issues
and justifying the sale
How to be a better business professional
© 2014 ValueSelling Associates, Inc. All rights reserved.
Business acumen
Business acumen is keenness and quickness
in understanding and dealing with a business situation.
Business literacy is the knowledge and understanding
of the financial, accounting, marketing and operational
functions of an organization
Acumen is “the ability to make good judgments and quick
decisions.”
© 2014 ValueSelling Associates, Inc. All rights reserved.
The relationship:
Relevance
Credibility
Knowledge
© 2014 ValueSelling Associates, Inc. All rights reserved.
The steps to create business literacy
Investigate Prepare Predict
© 2014 ValueSelling Associates, Inc. All rights reserved.
The steps to create business literacy
Investigate Prepare Predict
© 2014 ValueSelling Associates, Inc. All rights reserved.
Investigation
Local information
– Business Journals
Industry information
– Associations
– Trade Press
– Lists
Company Information
– Financial statements
– Executive Messages
– Analyst Reports
© 2014 ValueSelling Associates, Inc. All rights reserved.
Research about them and the company/agency
Look for trends in key financial metrics
How does this company describe, manage,
and measure the business health?
Company/agency website
Earnings report (if public)
© 2014 ValueSelling Associates, Inc. All rights reserved.
Predict
Business Issues
Business Goals
Business Objectives
Business Strategies
Business Initiatives
© 2014 ValueSelling Associates, Inc. All rights reserved.
Problem
Combination of people, process and
technology challenges
Business Issue
What customers need to address and
resolve to achieve business objectives
Value created by resolving business issues
Business
Objective What customer needs to accomplish
to maintain or grow their business
© 2014 ValueSelling Associates, Inc. All rights reserved.
Has a direct business impact
Will align to a business objective
May need to be discovered
Has a cost and a
corresponding value
Buyer’s perspective may vary
depending on their level
within an organization
Characteristics of a Business Issue
© 2014 ValueSelling Associates, Inc. All rights reserved.
Questions to uncover Business Issues
What’s your #1 priority or challenge?
What stands in the way of contributing
to your company’s objective?
What’s most important concern
that you need to address?
What customers need to address or resolve
to achieve business objectives
© 2014 ValueSelling Associates, Inc. All rights reserved.
When the answer is a problem…
and not a business issue
Ask “why?” “Why change?” “Why look for a solution?” “Why is this a priority now?”
© 2014 ValueSelling Associates, Inc. All rights reserved.
Executive dialogue question types
Designed to surface customer’s view of
current conditions.
Aimed at getting prospect to momentarily experience the
consequences of not having your product or service.
Verifies shared understanding and confirms
what we heard customer say.
Raises issues that didn’t surface on their own.
Used to differentiate and create need for
your products and services.
14
© 2014 ValueSelling Associates, Inc. All rights reserved.
Value
The only thing that matters is
customer's perception of the value of
being able to resolve their business
issues; always a combination of
tangible and intangible components
Solution
Capabilities any vendor needs to
supply to enable customer to properly
address their business issues
Value is created by solving Business Issues
© 2014 ValueSelling Associates, Inc. All rights reserved.
Justifying the sale
Tangible Business Value:
Measurable or quantifiable positive impact on the business issue.
Value
Benefit
Cost
© 2014 ValueSelling Associates, Inc. All rights reserved.
What can you do today?
Commit to staying current and relevant!
Industry
Financial literacy
Specific company knowledge
eExecutive ValueSelling Course
© 2014 ValueSelling Associates, Inc. All rights reserved.
Summary
We must become business professionals first,
sales professionals second
Business executives expect peer-level
value-added relationships
Investigate, predict, prepare –
all three steps are key to execution!
Invest the time and effort to
stay current and relevant to
your customers and prospects
© 2014 ValueSelling Associates, Inc. All rights reserved.
At the end of today’s webinar
Download a copy of today’s presentation
from our website:
Go to www.valueselling.com
Go to Resources > Webinars
© 2014 ValueSelling Associates, Inc. All rights reserved.
Questions?
© 2014 ValueSelling Associates, Inc. All rights reserved.
Next webinar
Handling Objections
June 12, 2014
9:00 AM PDT
Julie Thomas
President and CEO
ValueSelling Associate
© 2014 ValueSelling Associates, Inc. All rights reserved.
Visit the eStore at valueselling.com
Books
ValueSelling tools
On-demand courses
Complimentary library of webinars and newsletters
© 2014 ValueSelling Associates, Inc. All rights reserved.
Follow us!
ValueSellingAssoc
ValueSelling Associates
ValueSelling-Associates
@Valuselling
© 2014 ValueSelling Associates, Inc. All rights reserved.
The proven formula
for accelerating sales results.
Thank you
Marilyn Janas
+1 619 674 9600