Value Reinforcement Leveraging High-Level Value-Added Selling

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Value ReinforcementLeveragingHigh-Level
Value-Added Selling

• with Duane Weaver

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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)

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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.

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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, 2nd. ed., 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.
• (Reilly, 2010, 3rd ed., p. 145)
• Spin Off
• Getting referrals for someone outside the
  company. Who should I be talking with?

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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)

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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