Values-Based Selling

The word "sales" often evokes a visceral reaction. What comes to mind? For many, it's not a pretty picture. The infamous "coffee is for closers" line from Glengarry Glen Ross paints a cutthroat, manipulative world where the end justifies the means. We might think of the stereotypical used car salesperson, employing high-pressure tactics to move inventory. The reputation of sales is, frankly, tarnished, and often for good reason.

But what if there's another way? What if sales, at its core, isn't about manipulation, but about helping people? This shift in perspective can be a beacon of hope, transforming the negative perception of sales into a positive, service-oriented approach.

Let's shift our perspective. What if we view sales not as a transaction, but as a service? This is the essence of values-based selling, a concept we'll explore in more detail.

My role as a Senior Sales Executive affords me a unique perspective. My week isn't spent strong-arming people into deals. Instead, I spend my time asking people about the challenges they face. I listen intently, and then I explore whether I can help them develop meaningful solutions to those challenges.

When done right, sales transcends the transaction. It becomes an act of service, a genuine effort to understand and address another person's needs. This is the essence of values-based selling, and it's the antidote to the negative stereotypes that plague our profession.

Values-Based Selling: A Four-Pillar Approach

We'll explore some of the countless tactics and tools that not only drive successful sales but also help create a robust pipeline.. But we'll view them through the lens of a values-based approach, built on four core pillars: Trust, Relationship, Competence, and Accessibility.

1. Trust: The Foundation of Influence

Trust is the bedrock of any successful relationship, especially in sales. It's about demonstrating genuine care for the other person's best interests. It's about saying, "I want what's best for you, and I will work with you to define it accurately." It's about unwavering honesty: "I'll never lie to you or sell you something I don't believe in." Authenticity is paramount.

• Behaviors that build trust: Active listening, transparency, honesty, keeping promises, and providing value even when there's no immediate sale.

• Behaviors that break trust Include Dishonesty, high-pressure tactics, focusing solely on the transaction, and failing to follow through.

2. Relationship: Beyond the Transaction

You can sell to your friends if you have integrity. Some of the strongest sales relationships are built on genuine friendships. We invest in relationships we care about, and that investment extends beyond just pursuing a deal. It's about adding value with nothing expected in return. It's about building a connection that lasts.

• Building strong relationships: Show genuine interest, be a good listener, remember important details, offer help and support, and stay in touch even when there's no immediate sales opportunity.

3. Competence: Becoming a Trusted Advisor

Charisma might open doors, but competence keeps them open. Becoming a trusted advisor is hard work. It requires deep knowledge of your product or service, a thorough understanding of your client's needs, and the diligence to deliver on your promises. Your consistent delivery and follow-through will define future consideration.

• Demonstrating competence: Thorough product knowledge, understanding the client's business and industry, providing insightful advice, delivering on promises, exceeding expectations.

4. Accessibility: Being There When It Matters

Call me anytime you're concerned or have questions. This simple statement conveys a powerful message: "You are important to me." Accessibility doesn't mean being available 24/7. Healthy boundaries are possible, but it does mean being responsive, attentive, and making yourself available when your clients need you.

• Increasing accessibility: Promptly responding to inquiries, being available for calls and meetings, proactively checking in with clients, and making it easy for clients to reach you.

One Small Thing… (The Power of Action)

These four values – Trust, Relationship, Competence, and Accessibility – are powerful. But they're only powerful if you put them into action. Which one, or ones, can you take a single action step on this week, today even? This empowerment through action can drive significant change in your sales approach.

• Trust: Think of a time a server gave you honest advice, even if it meant a smaller bill. How can you be that server in your professional life? Reflecting on your own experiences can help you understand the impact of trust and guide your actions in building it with your clients.

• Relationship: Who can you invest in today? A client, a prospect, a colleague? What value can you add to their day?

• Competence: What's one thing you can do to demonstrate your diligence and expertise this week? A thorough assessment? A proactive solution?

• Accessibility: Who can you increase your accessibility with? A client who needs extra support? A prospect who has lingering questions?

What will be your one small thing this week?

Further Reading

For those who want to delve deeper into the art and science of values-based selling, I highly recommend these two books:

• A Mind for Sales by Mark Hunter

• Fanatical Prospecting by Jeb Blount