I keep hearing it bubble up, so let’s chat about value-based sales because the truth needs to be stated.
I’m a solution salesperson by trade. While the two approaches can intersect, they simply never will without one key ingredient.
Let’s dial in.
A solution sale is about qualifying intently – not just to “identify pain points”, but to truly hear problems. It’s about solving what’s too complex, too risky, or too costly for the buyer to tackle alone.
Value-based selling on the other hand, is about positioning value in a way that resonates with the customer’s challenge(s). The sad truth though, is that all too often that can mean its done even to overshadow shortcomings. Misleading prospects is the best way to ensure you need to keep prospecting.
The two approaches are similar, it’s true… but they’re not one in the same like many misconstrue. Oh, and that key ingredient I mentioned? It’s what most salespeople miss – neither approach to sales works long-term without ethics.
You see.. great selling isn’t about persuasion, it’s about genuine alignment. Buyers don’t care about your product – they care about how it combats and conquers their challenges.
This is where ethical selling makes all the difference:
– Solution Selling Done Wrong: Forcing a “solution” where one doesn’t fit. You may have heard of mashing a square peg in a round hole. That.
– Value Selling Done Wrong: Overselling benefits while hiding trade-offs. Transparency pays you back tenfold as a sales rep; trust and believe.
There was a deal I worked early in my sales career. The clients were just about to sign (and boy, did I need it) but instead hit me with a question. Worse yet, the truthful answer was “no, we unfortunately cannot accommodate that type of request yet.” So, that’s what I answered. I hung my head after the call, certain I’d lost the deal. Much to my disbelief… they still signed!
But Why? I had just told them “no” hadn’t I..?
What I later came to realize is that I had actually already aligned a solution that they needed. Whether we had that shiny new widget that came with the competitors’ offering did not matter. A true sales Pro doesn’t just sell; they educate their buyer. They empower their buyer to make a decision that includes going to a competitor.
The challenge for many reps is understanding that ethical sales naturally generate a buying experience that nobody wants to leave. Fact. The true Pros go beyond the pitch, beyond buzzwords and AI prompts, and seek to truly understand the WHY.
Here’s what I can’t understand more salespeople not getting, and so I’m putting it here for everyone. When you sell with integrity, the solution is valuable, and the value is a solution. That’s how you close deals in a way that guarantees sustainable revenue growth, and I’ll say it again.. ethics is THE key ingredient.
Selling with integrity is critical – not even up for debate. But let’s not forget one of the most underrated tools in any salesperson’s arsenal – humor. Next week, we’ll uncover the how and the why behind leveraging exactly that.
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I provide sales coaching and training. I also offer custom sales enablement for organizations who cannot afford to bring on a full-time expert. My services are tailored for those who desire to build sustainable revenue growth, and anyone who cares about protecting their brand. Only ethics can do both.
Next Issue: The ROI of LOLs: How Humor Closes More Deals