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The Real Value of Value in Sales
- Tom Scabareti
- Jan 9
- 1 min read
In sales, value is more than a number on an invoice. It’s the perceived worth — the
feeling your customer gets that says, “This solves my problem.” Value goes beyond
price. It’s what makes someone confident enough to say yes.
But here’s the truth: too many salespeople talk about value while still selling features.
They memorize bullet points, spout specs, and expect customers to connect the dots.
The problem? Customers don’t want to connect dots. They want someone who can
solve puzzles.
That’s where value-based selling changes everything. It shifts the conversation from
what you sell to why it matters.
1. Understanding Needs: Start With Their Story
Value-based selling begins with curiosity. It’s not about what you want to sell — it’s
about what the customer needs to achieve.
Ask the questions most reps are too impatient to ask. Don’t just learn what their problem is — learn what’s causing it.
When you truly understand your customer’s challenges, you’re no longer pitching —
you’re partnering. And that’s where trust takes root.
2. Focusing on Results: Show the “After” Picture
Customers aren’t buying your product — they’re buying the result. They want to see the
“after” picture before they make the purchase.
Instead of a one-size-fits-all approach, tailor your message to the specific outcomes
they care about.
∙How will it make their day easier?
∙How will it improve efficiency or peace of mind?
∙What measurable difference will it make?
When you can answer those questions, you stop being a salesperson and start being a
problem-solver.
3. Communicating the Solution: Explain the “Why”
It’s not enough to tell them what you sell — you must show them why it matters.
Every customer wants to believe they’re making a smart decision. That belief comes
from understanding how your solution fits into their world. Paint that picture. Use real
examples. Share success stories.
When customers can visualize the impact, price becomes less important — because
value has already taken center stage.
The Bottom Line
Value-based selling isn’t about closing more deals; it’s about opening more
relationships.
When you lead with understanding, focus on outcomes, and communicate the “why,”
you become more than a salesperson — you become a trusted advisor.
And trust, my friend, is the ultimate value.
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