Selling to Value The New Standard for Sales Discovery
eBook by Michael Leimbach, Ph.D., and David Yesford, Wilson Learning

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How a Sale Was Lost

Ann was not happy as she left the meeting with a long-term customer—now a former customer.

“Ann, we have done business together for a long time,” her customer started, “but we have decided to go in a different direction this time.” Her customer went on to say how ABC Company, one of Ann’s biggest competitors, worked with them to integrate ABC Company’s solution into their own systems, resulting in faster inventory turns with fewer shipping errors. And they were able to demonstrate how this will increase margins and profit for the company.

ABC Company’s salesperson sold value.

The Selling to Value approach requires the salesperson to develop an ever-expanding mindset and skillset—and it requires a commitment to a purpose that goes beyond self-interest to include both the interests of the individual customer and the interests of that customer’s organization.


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