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Considering value over price in the buyer’s journey

This article was based on the interview with Anthony Coppedge of IBM by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Value over price is a crucial concept in sales that emphasizes the importance of delivering value and benefits to customers rather than solely focusing on the price of a product or service. This interview highlights the significance of prioritizing customer value and how it can lead to long-term success for organizations.

The interview begins with Anthony Coppedge of IBM acknowledging that price is not the sole determining factor for customers. While price may be a consideration, customers ultimately seek greater value. This means that customers are looking for products or services that meet their needs, solve their problems, and provide them with a positive experience. By understanding this, sales professionals can shift the conversation from price to value, ensuring that customers receive the benefits they desire.

Coppedge also emphasizes that sales is not solely a logical decision-making process but involves emotion as well. By asking customers what they value and allowing them to define what is valuable for their brand or organization, sales professionals can tailor their offerings to meet those specific needs. This approach changes the game by focusing on the customer’s perception of value rather than simply selling more products or services.

When it comes to measuring customer lifetime value (CLV), the transcript suggests that revenue, volume, and velocity are still important metrics to consider. However, they should be viewed as leading indicators rather than the sole criteria for success. Instead, organizations should focus on understanding how their offerings impact customers based on their requirements and expectations. By aligning their offerings with customer needs and continuously learning and improving, organizations can enhance customer satisfaction and increase CLV.

The transcript also emphasizes the importance of asking better questions and understanding why customers make certain purchasing decisions. By delving deeper into the customer’s motivations and pain points, sales professionals can gain valuable insights that can inform their approach. This involves identifying the problem or opportunity that customers are looking to address and understanding the resources, time, and commitment required to meet those needs.

In a B2B or large B2C setting, the transcript suggests that organizations should consider what is in it for the customer and how they measure success. By gathering this data, organizations can effectively communicate the value they can provide and align their offerings with customer expectations. This includes building a service level agreement (SLA) that outlines the goals and objectives of the partnership and establishes checkpoints for ongoing evaluation and improvement.

In conclusion, prioritizing value over price in sales is essential for organizations seeking long-term success. By focusing on delivering value, tailoring experiences, providing exceptional service, and fostering transparency and communication, organizations can create long-lasting relationships, increase customer loyalty, and ultimately maximize customer lifetime value. By understanding what customers value and continuously learning and improving, organizations can position themselves as trusted partners and achieve mutual success.

House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström

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