When it comes to sales, the term “value” often gets thrown around without much thought. We think we understand it, but do we really? Value is a multi-layered concept that goes beyond the immediate transaction. To illustrate this, let’s consider a seemingly simple example: hiring a lawn-mowing service.
The Basic Layers: Features and Benefits
- Feature: Cutting of grass
- Benefit: A well-maintained lawn
At first glance, the value seems straightforward. You pay for the service, and in return, you get a well-maintained lawn. But this is just the tip of the iceberg.
The Intermediate Layer: Quality Time
- Value: More free time to spend with family
Many customers might think the real value lies in the extra time they get to spend with their loved ones. While this is a form of value, it’s not the deepest layer.
The Profound Layer: Investing in Relationships
- Value: Strengthening family bonds over time
Here’s where the role of a salesperson becomes pivotal. Most homeowners may not fully grasp the emotional depth of the decision they are making. They might think they’re merely hiring a lawn service to keep their yard neat. However, a salesperson, equipped with the understanding of these profound layers of value, can guide the customer to see beyond the immediate transaction.
The Ripple Effect: Beyond the Immediate Family
- Value: A gathering place for extended family and friends
A well-maintained lawn can also serve as a backdrop for social events, adding another layer of value that extends beyond the immediate family.
The Intangible Returns: Emotional and Psychological Benefits
- Value: Peace of mind
The decision to invest in a lawn-mowing service can bring emotional and psychological returns, another form of value often overlooked but deeply significant.
The IDEAS Sales System: Aligning with Profound Value
The IDEAS Sales System aligns perfectly with this nuanced understanding of value. It’s not just about solving a surface-level problem; it’s about understanding how the solution fits into the broader tapestry of the customer’s life. When a salesperson can do that, they’re not just closing a sale; they’re opening the door to a relationship built on profound value and mutual respect.
Understanding Value from the Customer’s Perspective
The value of a product or service is never contained within the product or service itself. It’s always found in the ways that the customer perceives they will benefit. This is why customers may prefer one brand over another, even when the products seem identical. When customers perceive value, they want it more than they want to keep their money. Therefore, understanding value from the customer’s perspective is crucial for any salesperson aiming to serve effectively and maintain long-term relationships.
If you’re interested in diving deeper into these concepts, consider reading The Simplest Sales Book: The Beginner’s Blueprint to Sales Success. And if you’re looking for personalized guidance, Closer Classes offers one-on-one training, coaching, and life coaching to help you excel in your sales career.
The customer is ready to buy. He needs you to help him believe.
This article delves into the multi-layered concept of value in sales, using the example of a lawn-mowing service. It highlights the role of a salesperson in helping the customer understand the profound layers of value that go beyond the immediate transaction. The article also aligns these insights with the IDEAS Sales System, emphasizing the importance of understanding value from the customer’s perspective for long-term relationship building.