Selling is now much more about creating compelling, differentiated value rather than being simply about features and benefits. (If it ever really *was* about that.)
And while technology has provided many new ways and places to communicate this value, technology is still a means, not the end.
Key Point: In other words, selling is still all about the person — your customer — not the medium/media through which you communicate.
Yes, it’s still about the “know, like, and trust” relationship between human beings.
That might be the major lesson for the young up-and-comers to recognize, and it also might be the most encouraging for those of us of the bit, err…”more mature persuasion.” 🙂
Question to Ask Yourself: How do I communicate the Five “Elements of Value” (Excellence, Consistency, Attention, Empathy, and Appreciation) in a way that sets my company/product/service apart and helps me to distinguish myself in the minds of my prospective customers and clients?
And that’s regardless of whether online, in-person, or both!
Thought to Consider: To the degree you are able to communicate the above “Elements of Value” at every touch point, that’s the degree to which you take low price — and competition — out of the picture.
Exercise: Get together with your team and really consider the question three paragraphs above. Discuss how you would all define the various elements of value…and how you will communicate (implement) them.
