Articulating the value

In the previous section, we talked about how value is a main component in our pricing analysis. In this section, we will also discuss how one can take the value that we have built into our product and communicate it to the rest of the customer base to help us market and sell our product.

Unfortunately, according to a Forrester study, only 15% of sales people are able to articulate their offerings in terms of solving a problem for their customers. This is very disappointing when one realizes that customers do not buy products, they buy outcomes. If they do not understand the value your product offers in solving their problem, the chances they will buy your product are very slim indeed.

Today's customers have access to more information than ever before about your goods and services. No longer can the salesperson simply expect to set an appointment and then "show up and throw up" with an expectation that a certain percentage of customers will buy their product. In today...