Getting the sales conversation back to value

We all know that when we help set the rules of a game, our chances of winning increase significantly. At Holden Advisors, we emphasize the importance of discussing your offering’s value early in the Buyer’s Decision Cycle (BDC). The early-to-mid stages of the BDC, where the buyer is focused on exploring solutions, presents a critical opportunity for sellers to understand what the customer values and to align your offerings accordingly.

At this stage, the customer’s focus is more on value than on price. A savvy seller can influence the customer’s perception of value, potentially even shaping the specifications in an RFP if one is issued. Aligning on the value metrics early in the buyer’s process is a way to ensure you are both playing with the same set of rules and agree on the winning outcome. 

However, if we enter the game late or fail to qualify effectively, the customer’s interest in price compared to value is likely much higher. Even worse, you may not know the problem the buyer is trying to solve or the rules by which they will identify a winner.   

When our team is asked to coach a client on a specific deal, it’s commonplace that it’s already late in the BDC. Some signs that you have arrived late to the party include:

• The customer already has a clear vision of what they want
• The customer is focused on price
• The customer has already issued an RFP
• The customer doesn’t show interest in differentiators

While it’s possible to steer the conversation back to value, doing so late in the game is far more challenging. So how can we refocus the conversation on value?

• Deflect the pricing discussion: Start by saying, "Before we discuss pricing, let’s ensure we’re aligned on how our solution meets your needs."
• Tie your offering to business problems: Connect your solution directly to the business problems it solves or the key strategies it supports.
• Highlight the ROI: Break down the return on investment of your solution. Even if the client debates your figures, it forces the conversation back to value.
• Share success stories: Use case studies and testimonials to demonstrate the impact of your solution.
• Find the right advocate: Identify individuals within the buying center who appreciate the value of your offering.
• Use Give-Gets: Offer trade-offs that show the value the customer would forgo with a lower price, giving them choices and a sense of control in the buying process.

With one particular opportunity we coached a customer through, the buyer was late in the process, and the seller only had access to a procurement contact who was only focused on price. The seller advocated for the value of a differentiated solution at a premium price.  When procurement balked at a higher price, our seller offered a Give-Get that lowered the price but also lowered the value of the solution. This step required procurement to get approval from the decision maker, which pulled them back into the sales process, gave our sellers access to the decision maker, and ultimately saved the sale.

Unfortunately, buyers often invite sellers late to the game and share little information on the rules for success. Buyers know that if they can keep sellers guessing, then the sellers may get frustrated and give up in the form of a discount. Using some of these suggested tactics will force the sellers to reveal the rules of the game if they want to keep you playing.