Value Reinforcement Leveraging High-Level Value-Added Selling

1
Value ReinforcementLeveragingHigh-Level
Value-Added Selling

• with Duane Weaver

2
OUTLINE

• Value Reinforcement
• Documentation
• Value reminding
• Value audit
• Leveraging
• Vertical
• Horizontal
• Spin Off
• Hi-Level Value-Added Selling
• Defined
• Calling on HLDMs(High Level Decision Makers
  e.g. VITOs)

3
Value Reinforcement

• Value Reinforcement isan after-marketing
  strategygetting credit for what you dothe sale
  after the saledefensive selling at its best
• (Reilly, 2010, p. 135)
• The Steps to Value Reinforcement
• Documenting your value added
• No charge invoices, project savings reports,
  warranty reports, customer service action
  reports,other ideas?
• Value reminding through positive bragging
• Follow up assistance requests, get testimonials
  from them and use them later, company wide. Any
  other ideas?
• Conducting value audits
• Customer satisfaction surveys, supplier
  performance appraisal, post sale value added
  follow-up questions focusing on performance and
  satisfaction.

4
Leveraging

• What is pipeline-itis? (Reilly, 2003, p. 123)
• 3-7 effort and transaction costs of new
• Leveragingachieving a high ratio of
  outcome-to-input
• (Reilly, 2010, p. 142)
• Vertical account penetration
• More to same (cross selling)
• Expanding the mix of products and services
• Horizontal account penetration
• Additional products and services to other
  locations and other people within the same
  account.
• Spin Off
• Getting referrals for someone outside the
  company. Who should I be talking with?
• (Reilly, 2010, p. 145)

5
Hi-Level Value-Added Selling

• Defined
• Selling Value to the Highest Level Decision
  Makers (HLDMs)
• why would you ever take a no from someone who
  cant say yes?
• (Reilly, 2010, p. 240)
• Calling on HLDMs (see next slide)

6
Hi-Level Value-Added Selling

• Calling on HLDMs
• Why salespeople dont
• Intimidated by HLDM
• Fear offending lower levels
• Lack skills to do so
• Dont believe HLDM will meet with them
• Please get into your sales teams and discuss the
  above four issues.Determine and provide concrete
  examples of how Selling to Vito may help you
  deal with each of these fears.
• Tips from Reilly
• Get to the point, deliver high-end leave behinds,
  use time efficiently, get them to share their
  vision, demonstrate your competence from the
  outset

7
Prepare for VITO Individual Video Project

• Think about your Individual Video Sales
  Project(Download assignment from website)
• Determine your product, service or idea you are
  going to sell
• Determine your corporate and sales Value Adds
• Define the ultimate target market customer
• Personify the target by defining characteristics,
  traits and needs.
• DEVELOP YOUR VITO letter with the above in mind
  to help you get your mind FOCUSED around your KEY
  BENEFITS (by developing your key benefit
  statement).
• PREPARE your video development plan
• Book a time and date as well as
  reserving/acquiring any equipment you made need
  (e.g. video camera and tripod).
• Book a time and date to edit your video
• Prepare your video well in advance of the due
  date and make BACK-UP copies of your work as you
  proceed watch out for MURPHYS LAW.