Value Mysteries

September 25, 2021

Our websites are crammed with information about our "unique value propositions," which always turn out to be everything but. In every interaction we have with clients, we proclaim our value and place it around the excellence of our goods and services.

We have a tendency to proclaim value without evidence or knowledge of what the client really appreciates.

Value is a mystery in reality.

It is our duty as salespeople to solve that puzzle. We'll have to conduct some investigating.

The notion of "value is a mystery" has at least two aspects.

Discovering what our consumers appreciate is the most apparent. Finding out what people need is a good start, but it may not take us to what they value. The problem is, value is seldom associated with our goods or services. However, the majority of our research is focused on how to position and display our products.

The client is at the center of value: what they do, what they need to do, and how they feel. It's all about their ambitions, difficulties, and issues. Our solutions assist customers in achieving their objectives and embracing change. The value, however, isn't found in the product or solution itself.

Working with consumers to help them find and accomplish their objectives is what value is all about. It's a process of learning and discovery with them. It's the method through which a client progresses through their problem-solving process. For each opportunity and each client, it's a distinct experience. Although there are parallels to our previous experiences, the circumstances, people, time, and settings are distinct.

As a consequence, unless we are actively involved in generating and recognizing value with the client, value remains a mystery. It's a mystery until we walk through the journey with the consumer, because we build value with the customer, not for the customer.

The customer's value may be a mystery. They may not realize they need to change, or that they may need to reconsider their choices. They may be unaware that there is a better way to accomplish things. Later on in their trip, they may not know what questions to ask, what to study, or what to ponder about. They may be unsure about who should be engaged, how to manage a change process, how to align, or how to make a choice.

For both us and the client, value is a mystery. We may have some hazy ideas about what it is, or how to work with the consumer to create value. However, we go through it together, cooperating and finding or demystifying value.

To be honest, this is one of the things that fascinates me about selling. It's the understanding that value is a mystery, and it's the honor of helping consumers and clients decode it. What could be better than that?

Thanks to Dave Brock at Business 2 Community whose reporting provided the original basis for this story.

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