7 Value Creation and Consultative Selling Strategies for B2B Sales

1. Get Your Client's Business on the Second Knuckle of Your Hand

a. Research and Understand Their Business

In order to add value to your client, you have to start getting a good grasp of their business, challenges, and goals. So do extensive research about the industry they operate in and that of their competitors as well. Be into their pain areas and desire points. Sales expert Jill Konrath puts it this way: "Become an information sponge. Soak up everything you can about your prospects and their business."

b. The Value of Research in Practice

Successful sales strategies are often informed by observing industry leaders, such as the leading dealers in automotive sales. When I started in B2B sales, I'd spend far too much time discussing what I could offer, rather than actually taking the time to get a feel for the needs of my clients. It wasn't until I spent hours on research on their business and actually had real conversations that client success began to occur. Having a granular, intricate understanding of their business puts you in the position of being an educated partner, not just another wannabe vendor.

2. Ask the Right Questions and Listen Actively

a. The Power of Open-Ended Questions

Every good B2B sales professional knows that there's gold in having the right types of questions. Write open-ended questions that will draw out your customer's thoughts, concerns, and objectives. As author and sales trainer Brian Tracy puts it, "Successful people ask better questions, and as a result, they get better answers."

b. The Art of Active Listening

Addressing complaints effectively is a part of active listening. Here are techniques for handling customer complaints. Once you've asked the questions, then listen actively to what they have to say in response. Give your complete attention, don't interrupt, and keep eye contact. Paraphrase their major points to ensure you heard them right. Active listening builds trust and rapport with your clients, but you'll also pick up information you wouldn't otherwise get.

3. Offer Original Insight and Perspective

a. Share Valuable Industry Insights

Tracking key metrics is crucial for understanding how your insights impact the client. Learn more about the sales metrics every professional must track.

Help your prospects uncover new insights and perspectives that they didn't realize existed or they can't read anywhere else. You need to share the latest trends in the industry, best practices, and case studies which might show how other businesses have overcome similar challenges to yours.

According to sales expert Marc Wayshak: "Bring new ideas to the table. Challenge your prospects to think differently about their business."

b. A Real-Life Example of Fresh Perspective

I had a client difficulties in growing online sales. Instead of actually pitching our ecommerce solution, I shared this case study in respect to how that company's peer succeeded in driving traffic to it boosting those conversions by applying social media influencers. That fresh perspective helped my client see new possibilities and position the offer as being the key to unlocking that for them.

4. Focus on Outcomes, Not Just Features

a. Emphasize the Benefits of Your Product or Service

Understanding the distinction between price and cost can greatly enhance the value you provide. When discussing your products or services with your prospects, talk about the outcomes they deliver and the benefits associated with such outcomes, as opposed to simply outlining their features. The clients care about the degree to which your offering will help them to address their challenges, optimize their processes, or achieve success.one of the great masters of selling, Jeffrey Gitomer, once said, "People don't buy for logical reasons. They buy for emotional reasons."

b. How to Emphasize Outcomes in Practice

That is, instead of simply laying out that your software allows for the most sophisticated analytics, you explain how this will enable your customers to make more informed decisions based on data or to conduct business in the best possible way and, in turn ultimately increase their profit. Because, as in this illustration, one's emphasis can remain on results, then one's true value from the proposition and, most specifically, makes a far stronger emotional bond with the clients.

5. Co-Create Value through Co-create Solutions

a. Collaborative Solution Development

Progressive B2B sales require this kind of co-creation between the seller and buyer. Get away from pushing your one-size-fits-all solution. Work collaboratively with your clients to co-create this value with them. Bring them aboard in brainstorming sessions and value-mapping exercises and solution design workshops. As sales expert Deb Calvert says so well, "Co-creation is about jointly identifying and solving problems, not just selling products."

b. A Successful Co-Creation Example

A customer once asked me to develop a customized training program for the sales force. Instead of suggesting an off-the-shelf curriculum, I invited the customer to join me in developing the perfect program that addressed their unique needs and goals. By letting them be part of the process, we co-created a solution that created maximum value along with strengthening our relationship.

6. Act Like a Trusted Advisor and Partner

a. Move from Vendor to Advisor

You have to change from vendor into advisor-from a vendor into a partner. You have to move from a transactional mind set to long-term relationship building now. Be there in all weathers. New ideas and insight, cutting the bench yet again Bring constant improvement. As renowned sale thought leader Anthony Iannarino summed up so neatly: "Your job is to help your clients succeed, not just sell them something."

b. A Successful Partnership Example

One of my most successful client relationships actually started out with me in more of an advisory role. I would check in on the client on a consistent basis, passing along things within the industry that might be of interest to them, and offering them advice on the sales strategy that they were employing. Because I was providing value on a regular basis, far beyond our initial engagement, I built up a level of trust that truly established me as a partner, rather than 'just a sales guy,' and earned me both their loyalty and ongoing business.

7. Continuously Learn and Adapt Your Approach

a. Stay Up-to-Date with Industry Developments

To stay ahead, it's essential to improve your focus and productivity. Discover methods to enhance focus and attention. The B2B sales world is changing all the time, and the best performers are committed to learning and adapting. Stay up to date on the latest news and developments in your industry, go to training sessions and sales conferences, and ask more experienced and successful peers to mentor you. "Never stop learning," challenged sales coach Mike Weinberg. "The minute you think you know it all is the minute you start falling behind."

b. Continuous Learning in Practice

Ever the student when it comes to B2B sales, I invest in myself. I read books on sales; take online courses as well as join online forums related to my industry to keep myself sharp and up to date with new perspectives. Continuously refining my approach and broadening my own knowledge enables me to create more value for clients and stay ahead in a world that changes at an accelerating pace.

By following these strategies, you'll become a trusted advisor and partner, empowering you to develop lasting and profitable relationships with your clients. I’ve given you a lot of useful information here, so be sure to put it to good use.

Eric G. Charles

Get The Book

The Secrets To Selling Anywhere, Anytime, On The Spot

Learn the power of sales with "The LIPS Sales System," a revolutionary approach to sales training that simplifies complex techniques with the science to back it up.

Learn More