Identify all those departments in buying company who might see value in your offering. Make sure they know what you are proposing and get them to be internal advocates for your solution. When you get a large enough cheering section, it’s like having a “home team” advantage.

3. Include your value in your proposal and quote.

Too often, we make our value propositions in a face to face discussion with buyer. Then, when we believe sale has been made, we formalize number in a quotation or proposal. In many cases, one or more people may review this before it is signed off. Even best sales people get blindsided by a last-minute influencer that was not disclosed earlier. When that person sees numbers with no sense of value, they may reject proposal as over priced. Head this off by adding to proposal, a summary of value that you and buyer agreed on.

This is subject of chapter 12 of my new book, The Team Selling Solution: Creating and Managing Teams that Win Complex Sales. Click on link to learn more about it and to hear a sample of book on CD.

So what about Bill and that $12 deal?

The customer had called Bill because he wanted a supplier who was open longer hours than his current supplier. Bill’s company is open 24-7-365. He told Bill why he wanted to switch and that he was currently paying $13 and bought thousands each year. That’s when he offered Bill business at $12.

Bill’s mistake?

He failed to see that customer was currently paying $13 for less service and wanted more. The customer saw value in Bill’s hours of operation. If Bill had asked why extended hours were so important, he would have learned that customer was paying overtime to work with other company’s shorter hours. This move would save them many times cost of service. Bill could easily have justified an increase to $15 and still won contract! His failure to see his value cost his company thousands of dollars and cost him some nice commissions.

Remember: Think Value and Win More Sales

For a free copy of "20 Questions That Uncover Your Value", please email article18@waterhousegroup.com and ask for article #18.

Stephen Waterhouse is Principal and Founder of Waterhouse Group. They specialize in helping companies increase their sales and profits. He can be reached at 1-800-57-LEARN or steve@waterhousegroup.com.

Re-Print Permission This article may be reprinted in it's entirety if following conditions are met:

The complete tag with author's name and contact information is included immediately after article. A copy of printed article is mailed to author at 1467 Walnut Creek Drive, Orange Park, FL 32003 within 30 days of publication. The article is presented in a positive light as part of an appropriate business related publication.

2. Muddy waters

Another approach to getting beyond buyer is to create a buying opportunity that requires authorization that they do not have. For example, buyer may be authorized to purchase individual parts but not pre-assembled sub assemblies. By presenting a compelling case for purchase of pre-assembled sub assemblies, you create a situation that requires buyer to put you in touch with other decision-makers in organization. You also may create a perfect excuse for going around buyer. Since buyer only buys parts, you must make other contacts to sell your assemblies.

This approach is ideal for companies who are combining several divisions with a Team Selling approach. Complex multi-divisional offerings usually look more like partnerships than purchases. For that reason, they must be addressed to higher level decision makers.

What's in it for you?

1. In a market where me-too products are subject to fierce price pressures, differentiation will allow you to stand out from crowd. As such, you will have an opportunity to sell your value and gain both margin and market share.

2. If competition continues to sell to buyer and you sell to higher level decision makers, you win. Higher level decision makers always trump buyers.

3. Complex sales result in unique, longer-term relationships and contracts. These higher margin deals lock out competition.

4. Higher level relationships lead to broader opportunities and deals. When you are seen as a problem-solving resource, you will be given other opportunities to serve client. What more could you ask for?

Try these techniques on a tough client this week. You'll be amazed at how well they work!

For a free copy of "How to Leave a Voice Mail That Gets Results", please email article16@waterhousegroup.com and ask for article #16.

Stephen Waterhouse is Principal and Founder of Waterhouse Group. They specialize in helping companies increase their sales and profits. He can be reached at 1-800-57-LEARN or steve@waterhousegroup.com.

Re-Print Permission This article may be reprinted in it's entirety if following conditions are met:

The complete tag with author's name and contact information is included immediately after article. A copy of printed article is mailed to author at 1467 Walnut Creek Drive, Orange Park, FL 32003 within 30 days of publication. The article is presented in a positive light as part of an appropriate business related publication.