In the previous blog, we continued our discussion of the critical questions sales management should ask when it comes to closing must-win deals and explored “Why Will The Customer Want To Choose Us Right Now?”  We discussed perhaps one of the most misunderstood concepts in business and was value. In this blog, we’ll provide a capstone to the first four sales management questions by exploring what I consider the definitive output of any selling process and that is the Value Proposition.

Our goal should always be to present an Irresistible Value Proposition – one that will cause the customer to sit up, take notice, want what we’re selling and want it right now! However, we should first make a distinction between a “marketing value proposition” and a “sales value proposition” as I find many salespeople tend to equate the two, when they are really different things.

In the previous blog, we continued our discussion of the critical questions sales management should ask when it comes to closing must-win deals and explored “Can we win?” In this blog, we’ll explore why the customer would want to choose us – and do so with a sense of urgency. The answer to this question all boils down to perhaps the most misunderstood concept in sales and that is “Value.”

We lose deals because customers do not see the value of our offer. We win deals because they do. The more value a customer perceives, typically the deals become larger and the customer desires to close them quickly. It’s really no more complicated than that. So, what is value in B2B sales?