As sellers, we're continually told to sell value and to let our prospects know about all of our value-added services. After all, that's how we're going to win the sales. Right?
Not necessarily. Value is relative. It's in the eye of the beholder. So much depends on how the decision makers you're dealing with perceive "value." And even then, selling "value" may be totally ineffective - or not enough to make the difference.
To be successful in today's business environment, you may need
to become invaluable to your customers.
Basically customers can be segmented into three different types based on their perceptions of value and what you can do to increase your sales effectiveness when working with them.