Quantifying the 
Value Reinforced

Commodity pricing wrongly equates “value” with “price.” Today, for any small business marketing their products or services, there’s no future in selling something perceived by customers as a commodity.  In order to prevent your business value from being commoditized, it’s essential to position your product or service in a way that creates merchantable value in the minds of the audience - enough value that they’ll pay good money for what you’re selling, even if they can buy something similar from somewhere else.

Value-based selling is an approach that focuses on benefitting the customer throughout the sales process. Salespeople focus on taking a consultative approach to provide value to the customer so the sales decision is made based on the potential value the product can provide.

The goal with a value-based selling approach is to put the needs of the customer first, guiding them through the sales process to make an informed decision to best suit their needs, ideally leading to the purchase of your product. This creates anticipation for the positive result that the product will provide in the mind of the customer.

Creating perceived value in a product, company, or service is about creating something bigger than whatever it is you’re selling. It’s about creating a brand - a narrative, position, or cause that customers can accept, appreciate, and (if you’re lucky) align themselves with. This process is grounded in the concept of “customer centricity." It is very important for us to recognize that the companies that have achieved commercial excellence are those that have embraced the concept of customer centricity.