Here is a common request ” Mike we need help transitioning our sales force from price point, commoditised sellers into value based sales people…its a hard nut to crack…”
Great initiative and I can assist; and this type of transformation is as much about mindset as it is about capability. Changing the mindset is step number one…
But who’s mindset needs changing do you suppose?
a) the front line sales folk?
b) the sales leadership?
c) the senior leaders (CEO, MD etc)?
I am a big believer that issues ‘cascade’. Symptoms are often felt at lower levels in the org but the root cause is further up stream.
It’s rare, but refreshing, to meet a business leader who truly thinks in terms of value vs price. Most are highly price sensitive and control cost, for very obvious reasons.
Here is part of the issue I believe; how they buyservices and operate the business isincongruent with how they want to their sales force to sell.
As an example, if a vendor said, “we sell the value of our service not just the technology…” a buyer ignores that entirely and focusses on the unit price. It is the same ‘buyer’ who then insists that their company sell their products on ‘value’. They buy in one way (price) and want to sell in another (value).
Is it any wonder then that their organisation isn’tadept at selling the “value” of their own offering?
Organisations talk a solid game but don’t practice what they preach – and their staff know it!
I fear the mindset and actions of the front line sales people wont change until the actions further upstream change first. A shift from price centric thinking to value based thinking of senior leaders will make great strides in this endeavour.
That’s quite a paradigm shift.