E-book: Winning the Five Value Conversations

science-backed strategies to win your most critical sales conversations

“I sell by being a trusted advisor.”

It seems like a fine enough selling mantra on the surface. But dig a little deeper, and you’ll see that most people’s definition of a “trusted advisor” is actually the opposite of what it takes to master sales conversations today.

It’s not enough to say, “Tell me what you want; I’ll get it for you.” Buyers want you to tell them what they should want. They don’t want to sift through all the information—it’s up to you to deliver insight into what they’re missing that will improve their performance.

To do that, you need to understand your buyers’ underlying behaviors and motivations and respond in the moment with research-backed messages and situationally sharpened delivery skills.

In this e-book, you’ll discover the science-backed techniques you need to win all five Value Conversations:

  • Initiate Value™ – Ignite your prospect’s interest and build qualified pipeline.
  • Create Value®– Disrupt the status quo and differentiate your solutions.
  • Elevate Value®– Build a business case to justify executive decisions and close more deals.
  • Capture Value®– Manage pricing tension and drive consensus to increase profitability.
  • Expand Value® – Reinforce your relationship to keep and grow existing customer revenue.

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