Selling Value To Clients Fixated On Price
By Ryan Dohrn
Value-based selling is an essential skill for sales professionals, especially in markets where price often becomes the determining factor for clients. In many cases, these decisions occur because the products or services appear similar, leaving price as the only differentiator. When this happens, the issue often stems from a failure to effectively communicate the value that goes beyond the cost.
Shifting the focus from price to value requires a structured approach. A simple three-step process can help sales professionals present value in a way that resonates with clients. The first step is to identify the feature or product being sold. While this step might seem obvious, it’s where most salespeople begin and stop. They assume the client understands the inherent value of the feature without further explanation. However, this assumption is often incorrect.
The second step is to introduce what's called a bridge statement, which connects the feature to the client’s specific needs or goals. This critical step serves as the link between what the product does and why it matters to the client. Finally, the salesperson must clearly articulate the value or benefit of the feature. This explanation is what turns a simple feature into a meaningful solution for the client.
Consider the example of a washing machine. A salesperson might describe the spin cycle as a feature, but this description alone does little to convey its value. Instead, they could use a bridge statement such as, “What this means for your household is less water in your clothes, leading to shorter drying times.” This approach connects the spin cycle to tangible benefits, like saving time and energy, that justify the higher price of the washing machine.
This structured method is essential because many clients struggle to identify the value of a product or service on their own. Without guidance, they may overlook key benefits or undervalue the offering. By taking control of the conversation, sales professionals can ensure clients fully understand the unique advantages of their product or service.
One effective exercise for practicing value-based selling involves creating a value map. On the left side of a piece of paper, list the key features of the product or service. In the middle column, write a bridge statement for each feature—phrases like, “What this means for your business is…” or “How this impacts you is…” Finally, in the right column, detail the specific benefits or outcomes the client will receive. This exercise not only helps refine your messaging but also ensures you’re prepared to address client questions or objections confidently.
In industries like digital marketing, this approach can be particularly impactful. For instance, consider a feature such as search retargeting, which involves targeting ads to users who have previously searched for related terms. While the feature itself might seem technical, its value becomes clear when explained through a bridge statement: “This allows us to target the right audience at the right time, reducing wasted ad spend.” The benefit—more effective ad campaigns and a higher return on investment—makes the feature compelling to clients who are focused on results.
Another example lies in premium products like luxury sheets. A salesperson might highlight a feature such as a 5,000-thread count, but this alone may not resonate with clients. Instead, a bridge statement like “What this means for you is unparalleled comfort every night” brings the feature to life. By emphasizing the sensory experience—softness, coolness and durability—the salesperson shifts the client’s focus from the cost of the sheets to the value they’ll enjoy.
Mastering value-based selling takes practice, but the rewards are substantial. When clients understand the unique benefits they’re receiving, they’re often willing to pay more—even in price-sensitive markets. This approach also helps sales professionals differentiate themselves from competitors, many of whom rely solely on feature-based selling or price cutting.
Value-based selling isn’t just a technique; it’s a mindset. It requires a deep understanding of the client’s needs, a willingness to connect on a personal level, and the ability to present solutions that resonate emotionally and logically. It’s about moving beyond transactional interactions to build trust and demonstrate expertise.
For sales professionals looking to implement this approach, consistency is key. Every touchpoint—whether an email, a voicemail or a face-to-face meeting—should reinforce the value being offered. This consistency helps build a narrative that keeps the client focused on benefits rather than costs. Over time, this approach can transform how clients perceive your product or service, making them less likely to fixate on price.
It’s also important to remember that value is subjective. What resonates with one client may not matter to another. This is why personalization is crucial. Taking the time to understand the client’s priorities, challenges and goals allows you to tailor your messaging effectively. For example, a small business might value cost savings and efficiency, while a large corporation might prioritize scalability and long-term ROI.
Sales professionals who embrace value-based selling can elevate their careers and achieve better results. By taking control of the narrative and ensuring clients understand the full value of their offerings, they can close more deals, build stronger relationships and stand out in competitive markets. At its core, value-based selling is about creating win-win scenarios—helping clients succeed while achieving your own sales goals.