Top Ten Tips: Selling Business Value

The technology industry is grappling with an historic shift from a seller’s to a buyer’s market. ITSMA research with technology buyers during the past several years has identified six changes that together comprise a new buyer reality that demands much greater emphasis on demonstrating the business value of technology products, services, and solutions. Skeptical buyers want better proof points, stronger guarantees, and the opportunity to try before they buy.

Technology providers today need to demonstrate value delivered across every step of the buying cycle. Every marketing and sales touch must assist the prospective buyer by imparting knowledge, clarifying needs, providing tools, and/or expressing a useful point of view. Communication with customers must help buyers understand their options and opportunities.

Here are ten tips to help you focus on selling business value:

The single most important buying criterion today is your ability to deliver what you promise.
Follow the money. Communicate with key stakeholders on both the business-side and the IT-side.
To get noticed, your value proposition must be simple and memorable. Avoid clichés and overstatement.
Buyers want proof. Back up your claims with facts and client testimonials.
You can’t be all things to all people. Narrow the universe by applying specific criteria for certain types of buyers and accounts.
Do your homework before reaching out to any potential buyer.
Know the client’s business and customize value propositions accordingly.
Use high value communications to create buyer interest. Remember, it will take multiple touches to get a response.
Don’t miss an opportunity to get your company’s name out there.
Develop/use a repeatable template for conducting executive-level conversations that helps identify key issues and ways you can help.

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.