How to sell value: a guide for Account Executives

The question is: "how much value will you bring to your client?"

In the fast-paced world of sales, being an account executive is more than just understanding your product; it's about being a valuable business partner.

In today's information-rich age, your clients can find basic information with a simple Google search. Your role, therefore, is to provide something more: insights, understanding, and solutions that go beyond the surface.

Here's how you can step up your game:

1. Understand Business and Personal Value

Diving deep into both the business objectives of the organization and the personal goals of the stakeholders is crucial.

On the business front, learn about the company's long-term goals, current challenges, and the specific metrics they use to measure success.

On a personal level, understand what each stakeholder hopes to achieve, whether it's career progression, recognition, or other professional milestones. This dual understanding allows you to tailor your approach and offer solutions that resonate on multiple levels.

2. Utilize a Value Map

Before your meeting, prepare a value map that links your solution's capabilities directly to the business outcomes your client is seeking. This prework is essential. It involves identifying the key features of your product and mapping out how each feature can directly impact your client’s business goals and objectives. Having this map in mind during discussions helps you stay focused on delivering relevant and impactful solutions.

3. Build a Story Around your Offering

Everyone loves a good story, and your product's value proposition should be no exception. Craft a narrative that connects your product to your client's needs in a meaningful way. This not only makes your pitch more engaging but also helps clients visualize the impact your product can have on their business.

Here are 2 examples of story. While you might think that they are not relevant or exaggerated, look at the mechanism behind it.

Example 1: Sustainable Innovation

Imagine you're selling eco-friendly insulation materials. Your narrative might go like this:

"Our materials are not just about insulating homes; they're about creating a sustainable future. The families insulating their house with our eco-friendly materials are not only enjoying a warmer, more comfortable home in winter and a cooler one in summer. They are part of a bigger change. They're reducing their carbon footprint, lowering their energy bills, and contributing to a healthier planet. By choosing our products, they're making a statement about the kind of world they want to live in. It's about comfort, cost-saving, and caring for the environment."

Example 2: Heritage and Durability

For a line of high-quality bricks, your story could be:

"Each brick we produce is not just a building block; it's a piece of history and durability. They are the building blocks of homes and are made to stand the test of time. Our bricks symbolize strength, tradition, and aesthetic appeal. When a client chooses our bricks, they're not just building a structure; they're crafting a future heritage site. It's about creating something that lasts, something that will be admired for generations."

4. Demonstrate ROI with Customer-Specific Metrics

Enhance your discussion about ROI by incorporating metrics specific to the customer. Before the meeting, gather key data points from your client.

Use these to build a 'back of the napkin' business case that demonstrates the potential financial impact of your solution. This personalized approach shows that you understand their unique situation and can provide a tailored solution.

5. Cultivate Trust and Credibility

Selling value is as much about building relationships as it is about the product itself.

Be honest, transparent, and consistent in your interactions. If your product/service does not support a specific feature be honest about it. I have had many cases where a customer was asking me for a specific feature and when I tried to understand why they needed it, I was able to show an alternative way to reach the same outcome.

Ensure that you're seen as a reliable resource and partner, not just a salesperson.

6. Be Patient and Persistent

Selling value takes time. Be patient and persistent in your approach. Follow up regularly but respectfully, and always be willing to provide additional information and support as needed.

7. Continuously Learn and Adapt

The market and client needs are always evolving. Stay informed about industry trends, new challenges your clients may be facing, and how your product can continue to deliver value. This will not only help you in your current sales efforts but also in building long-term client relationships.

TLDR (too long didn't read)

In today's competitive sales landscape, simply understanding your product is no longer enough. Account executives who truly excel are those who can identify and address the unique challenges and goals of their clients. This article has provided you with a comprehensive guide to selling value, encompassing the key strategies that will help you build long-lasting relationships, drive revenue, and establish yourself as a trusted business partner.

Contact me through the contact us page for extra information.

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