Is Your Business Really Selling on Value, or Are You Competing on Price?
As the market shifts from recovery to new opportunities, it’s time to ask: Are you still leaning on price to close deals, or are you positioning your business as the best solution based on value? While lowering prices may seem like a quick win during tough times, it often leads to long-term challenges. With new opportunities emerging, are you ready to stand out by focusing on the value you deliver, or are you stuck in price competition mode?
Why is selling on value so important?
Selling on value doesn’t just help you win in the short term—it’s the foundation for sustainable growth. When customers see the value you bring, they’re more likely to stick with you, recommend you, and even become advocates for your brand. So, how do you ensure your focus is on value rather than price? Here’s a framework to help you assess and realign your approach.
1. Evaluate Your Messaging
What are you telling your customers? If your communication centres around being the cheapest option, you may have drifted from selling on value.
Price-focused messaging: Highlighting terms like "affordable," "low-cost," or "budget-friendly."
Value-focused messaging: Emphasising benefits like "long-term savings," "superior quality," or "increased customer satisfaction."
Action: Review your marketing materials. Are you promoting the value and benefits of your offerings, or are you stuck on price?
2. Refocus on Customer Needs
Are you solving real customer problems, or have you shifted to talking only about price? As new opportunities emerge, customers care more about solutions than cost.
Ask yourself: Are we still aligned with what our customers need, or are we just trying to be the cheapest option?
Action: Engage with your customers. Feedback surveys or direct conversations can help realign your focus on the value your product provides.
3. Reframe Sales Conversations
If your sales conversations revolve around price, it’s a sign you may need to shift your focus. Moving these discussions towards the value your product offers will make all the difference.
Price-driven sales: Constantly negotiating discounts or talking about pricing.
Value-driven sales: Understanding customer pain points and explaining how your solution addresses them.
Action: Work with your sales team to practise shifting away from price negotiations and towards long-term benefits.
4. The Benefits of Value-Based Selling
When you sell on value, your customers become more than buyers—they become advocates. They understand the true benefits of your product and are more likely to share that value with others. This also makes it easier to manage price increases, as customers understand they’re getting more for their investment.
On the flip side, if your product is perceived as cheap, that’s how it will be treated internally by the customer’s team, potentially leading to poor implementation. Selling on value ensures everyone involved understands the true worth of what you offer.
5. Highlight Outcomes, Not Features
Listing product features may justify a price, but it’s the outcomes those features create that truly resonate. As the market shifts, customers care more about the results your product delivers than the specs.
Price-based approach: Listing features and specifications.
Value-based approach: Focusing on how your product drives customer success.
Action: Use case studies or testimonials to show real-world results and outcomes, reinforcing the value you deliver.
6. Shifting to a Long-Term Focus
Price cuts can bring quick sales, but they don’t build lasting relationships. Value-based selling creates loyal customers who stick around for the long term. As the market continues to open up, shifting to a long-term growth mindset is crucial.
Price-driven strategy: Chasing quick, one-off sales.
Value-driven strategy: Building customer loyalty and increasing lifetime value.
Action: Review your customer retention metrics. High churn could mean it’s time to refocus on delivering long-term value.
Seize New Opportunities with Value-Based Selling The market is moving, and now’s the time to ensure your business is ready to thrive. Focusing on value helps you build stronger relationships, create advocates, and ensure smoother implementation. With the right approach, you won’t just grow—you’ll grow sustainably.
Let’s Chat: Want to explore how SuccessNavigator can help you build a value-driven sales approach? Let’s connect and make sure your business is ready to capture the opportunities ahead. Book a meeting with us here.