The customer is the big star of the sales process , without it nothing happens.
Imagine that this procedure is a theatrical play: for it to happen there must be directors, screenwriters, makeup artists, costume designer and actors.
Sometimes, in an emergency, it is possible to improvise and be without some of these professionals, but never without the stars of the show: the actors.
The actors are there because they understand the script and know the importance of expressing it to the audience.
Just like a sale only happens when the customer is aware of the real value of what he is consuming.
Creating customer value: how to do it?
In Marketing, the value in a sales process is not the price of the product or service, it is what it can do for the consumer. For example: the customer does not buy a paper because it is a material that can record information, but because that product can facilitate their routine and without it they cannot work.
Still using the analogy of a play and thinking of the client as the main actor: the actor, to understand the script, needs to talk to the director – who, in this case, is the seller. There are several details that he will not understand without feeling with the mind behind that proposal.
There are several details that he will not understand without feeling with the mind behind that commercial proposal . The director understands every aspect of what he is proposing, he knows what the strengths and weaknesses are, but he does not want the actor to have just that perception. Every script has its message, a strong meaning for those who are watching and those who are speaking and that is what he needs the actor to capture.
Bringing this to the seller and customer context, the value would be that which goes beyond the technical specifications of the product or service , what it really means in his life.
The value creation can be very subjective.
However, there are some strategies that help to create the seed of value .
The beginning of any strategy should always be to know your consumer . If you don’t know who you’re selling it to, how will you know what to sell?
All expectations, tastes, characteristics and beliefs of the client need to be listed in order to delve deeper into his desires and pains.
This knowledge can be gained through a study of persona and target audience.
Knowing the customer, it is possible to outline approach strategies .
The approach is extremely important, as the customer needs to have a bond with the seller so that he can trust what he is talking about.
This bond can be created by providing positive customer experiences. For example, a meeting can take effect when he is satisfied with the end result.
But it is not enough to focus on the customer, the seller must also believe in what he is selling.
Just as the actor who does not feel the script cannot pass the emotions on to the audience, the salesperson who does not understand the value of the product is unable to convince the customer of that.
Another strategy that can cause the customer to perceive value is to show in practice how it resolves their pain.
For example: the customer who is looking for a CRM company , because he is no longer able to deal with the chaos and limitations that spreadsheets bring, can understand the value of the service when performing a free trial .
The value comes to each customer differently, but what leads him to this perception needs to be worked on in a unique way.
Steps in generating value in the sales process
1 – Prospecting
The value does not need to start being generated after the first contact with the customer, this process can start well before.
The survey is the first step in the sales process when the customer gets to know the company and what it has to offer.
There are several ways to prospect your customer and each one can be worked on in a way that begins to generate value.
At this point, the persona study needs to be up to date, because without it it is impossible to know which audience you want to attract.
One of the best known and most effective ways of generating value through prospecting is with the nutrition of content for the client .
As he becomes interested in the company, his curiosity tends to increase and one way to supply is by devouring content that the company makes available.
2 – First contact
When the first contact is made with the customer, it means that he is ready to go deeper and learn more about the company .
One way to keep him interested is to use his pains.
Knowing pain is the most effective way to create value for it.
For example: a consumer who uses hair cosmetics is interested not only in her main function, which is to maintain her hair, but in what it represents in her life. It may be that she suffers from dandruff and seeks an efficient product to end this problem.
The first contact is the perfect time to investigate the client’s pain , which led him to look for that company.
3 – Follow-up
As the sales process progresses, this relationship must continue to be maintained with the follow-up .
Follow-up is great for generating value.
The client will present several reservations and doubts until reaching the final stage of the negotiation . Showing how the product or service really works and resolves your pain is a way to go through this phase with the idea of value even clearer.
4 – Negotiation and Closing
When it comes to the negotiation stage, both the customer and the seller are already clear about the pains and what needs to be resolved.
What needs to be discussed at this stage are the financial and administrative aspects.
The customer who really understood the value of the product or service will rarely make reservations about its cost.
If it reaches that stage and it still has many objections, it is necessary to go back and reinforce the value again, until the cost is a mere detail in a benefit package that it is about to receive.
5 – After sales
Once you have purchased the product and understood its value, the job does not end.
The client understood that at that moment it was beneficial to him, but what about in the long run?
In post-sales it is necessary that the value is worked out in the long term so that the customer becomes loyal and understands that that is the solution of their pain.
Much more than the conclusion of a negotiation
The value is not only advantageous to accelerate a negotiation, since it helps in the creation of consumers prone to indicate your brand.
Those consumers who have had their pain treated and feel satisfied are prone to spread it to people who may be experiencing it.
Loyalty is also another great advantage to be placed in the balance.
Therefore, prioritize your client, know what you are talking about and try to present consistent information.
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