Know What Buyers Value to Personalize Solutions
Different buyers care about different benefits of your solution. Unfortunately, while most sellers know this, few personalize value messaging for each buyer. For this reason, you can differentiate yourself significantly by expressing the value of your solution based on what’s important to your individual buyers. First, though, you have to know what buyers value – and it’s not the same for every buyer!
Thankfully, doing this well is relatively easy if you listen and are intentional about it.
What Buyers Value Will Vary
There are four types of value that your buyer will see in your solution:
- Business Value is the result of a meaningful impact on key financial or operational metrics. If your solution reduces costs, improves operational efficiency, or improves your customer’s revenue, it provides Business Value.
- Experiential Value is an improvement or easing of day-to-day processes. A solution that makes daily tasks easier or reduces headaches for the buyer’s organization delivers Experiential Value.
- Aspirational Value is when your solution aligns with the customer’s mission statement, values, or strategic direction. If your solution could be a key piece in a strategic shift in your client’s strategy, it offers aspirational value.
- Personal Value is the result of benefits that are specific to a buyer. A solution that helps the buyer accomplish day-to-day tasks or propels her career forward would provide Personal Value for her.
Throughout the sales process, work to uncover which types of value are important for each buyer and communicate value in their terms. Dig in and listen to the impacts of current problems or challenges in the buyer’s own words, and you’ll get a clear idea of what types of value are most important.
If you’re not doing this well, your buyers will be able to connect the dots and understand your solution’s value on their own.