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.

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Salespeople tend to be in a rush to present - before an opportunity is even qualified. Most salespeople are in such a hurry that they completely skip things like qualifying and discovery. And when salespeople do perform discovery they accept the very first indicator they hear and rush to explain how their product or service addresses that indicator,