We have defined value-added selling as a series of creative improvements within the sales process that enhance the customer experience. The information economy will reward those salespeople who have the skills, the knowledge, and the motivation to determine how to create value at every step of the sales process.

As Figure 2.6 shows, value creation begins with an understanding of the customer’s value needs. Salespeople can create value in many ways: establishing a relationship based on trust, carefully identifying the customer’s needs, and identifying the best possible product solution. In the case of a complex sale, understanding the customer’s value needs may take a great deal of time and may involve bringing in team members who have specific technical expertise.

Creating an appealing value proposition (Part 2) requires a detailed study of the customer’s value needs. If you discover that timely delivery of your product is of critical importance, you must give clients what they want. And if you promise on-time delivery, you must back up your claims.

Communicating the value proposition (Part 3) presents another major challenge. Traditional selling has too often emphasized communicating only the value that lies in the product. The focus of the sales call has too often been the product, not creating value for the customer.33

Delivering value (Part 4) can be very challenging. It may require coordination of credit approval, training, installation, service, and other aspects of the sale. Of course, each element of the selling process provides an opportunity to add value.