sales effectiveness

DV Week Part 3-DV Depth and Premium Pricing

Photo by  rawpixel  on  Unsplash

Photo by rawpixel on Unsplash

Let's review CRO Success Rule #5:

The breadth and depth of your Differentiating Value platform determines the amount of traction your product or service has in target market segments. It also determines the level of premium pricing you can achieve.  If you have zero Differentiating Value, it means you are selling only on price.

Did you catch that?  No DV means no premium pricing.  Actually, it means your salespeople are probably in a discounting war with far too many (all?) prospects.  You understand when we say DV is the foundation of all successful selling, this is why.

Now that your are into your DV process, it is crucial to refine and translate your DV.  You need to boil it down to its essence to make it powerful.  Think of this fact, it takes 10 GALLONS of maple sap to make 1 QUART of maple syrup.  It takes hours of boiling to reduce the sap (depending on sugar content).  You get the point - it is an arduous process that yields a valuable end product.  DV creation is analogous to the maple syrup process.

These DV questions must be addressed to make sure you get paid what you are worth:

  • What value do you bring to your customers? (Real value - no fluff)
  • How does the absence of your value show up in the prospect's world?
  • Where does it show up?
  • Who does it affect?

When your DV successfully answers these 4 questions, you are well on your way to handling these 2 sales objectives:

Bridging the communication gap with the prospect's world

Doing it in a way that will shorten the overall sales cycle

If you need help with any of these processes, we are always welcome to assist you.

The Asynchronous Sales World

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Sales is morphing into an asynchronous world.  Communication is based more on written words shared via email or text.  Training is migrating to an on-demand model that is available at the moment of need.  Face-to-face conversations are becoming less frequent.  Everything has changed.

How are you handling it?  Are you providing your team with the right tools to compete in this changing market?  As the Chief Revenue Officer, the responsibility to stay ahead of the curve is mission critical for success.

Saleshacker provides some definitive tools for your consideration.  Just to point out a few:

Outreach

Get your email campaigns in order. Outreach helps you track, pace, analyze and automate your email and voice messages to your customers. By integrating Outreach into your CRM, you’ll never have to manually log your messaging activities and outcomes, freeing more time for you to book more meetings, close deals and make better-informed decisions.

6sense

Accelerate your account management process with market-leading analytics. 6sense  adds a data-driven layer to your sales cycle, unlocking and prioritizing new prospects across your pipeline. Use 6sense’ predictive intelligence to accurately forecast your customers’ purchasing behavior in a specific context.

ClearSlide

ClearSlide is a full-stack sales engagement service covering content management, analytics and smart messaging. Use ClearSlide to ramp up the quality and impact of your emails, conferences, presentations and other engagements. Persuade your customers and prospects with the most compelling content. Motivate and train your team with the most effective and inspirational learning modules.

Of course there are many more found in their comprehensive list.  As a CRO, you owe it to yourself to check out the list and see what tools could help your team be more effective in this asynchronous sales world.