The word ‘VALUE’ gets thrown around a lot in B2B sales. All too often, it can simply be an empty marketing buzzword without much substance behind it. While that approach may work at times for consumer sales, B2B buyers…well, simply aren’t buying it. They need a compelling financial reason to make a purchase decision, not just an emotional one.

To successfully sell to other businesses, you must be able to articulate a clear value proposition that defines and quantifies the positive financial impact your products and services will provide each customer. If you’re unable to do this consistently, you’re probably just highlighting the technical aspects of your offering with the hope your prospects will do some positive math after your sales meeting concludes (aka Feature-Benefit Selling). Or worse yet, maybe you’re still banking on some personal loyalty to close the deal based on  a close rapport you’ve cultivated with the prospective buyer over lunch (aka Relationship Selling). Adopting a Value-Based Selling approach is a game changer for most B2B businesses who want to sell differentiated products and services in the marketplace. Countless studies have linked this proven approach to an increase in new business sales, customer retention rates, profit margins and price erosion mitigation.