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?