For the last few years, the hot sales training coaching word is “value” or some variation as:
- Value creation
- Selling value
- Value added
However management guru Peter Drucker recognized the importance of value perception in these two statements:
“The purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.”
Did you notice Drucker did not say a word about top sales performers selling value or providing value added solutions?
His words fly in the face of those who insist you as the salesperson can create value. Only the buyer creates value because he or she believes the solution fits him or her and hence sells itself. Sales Training Coaching Tip: Value is the perception of the buyer based upon his or her experiences.
Drucker saw sales or selling as being ego driven by the salesperson and that was not the most effective way to increase sales.
What top sales performers do is actually strengthen the Buyer’s Value Bridge because value is unique to each buyer hence there exists multiple value bridges requiring strengthen and then crossing. Sales Training Coaching Tip: Focus on the buyer’s rules and not on you as the seller will increase sales.
As Wayne Dyer has been quoted as saying “When you change the way you look at things, the things you look at will change.”
Maybe now it is time change how you look at marketing, innovation and selling.