In the technology industry, as well as some others, the customers you sell to can be more or less divided up into two different types, customers that only want to buy the cheapest solution to their problem, and those who will pay out more, if they feel they have received value that cannot be found in other products outside of what is inherent in the solution.
A lot of companies haven’t realised how big of an opportunity these potential customers present, nor have they concluded exactly how to create value for consumers outside their products and services. Research has recently shown that there are some specific sales skills that can be employed to create extra value in a customers mind.
To summarise adding value to a sales process, it involves giving the customer insight into their problem instead of simply talking about your product. In order to achieve this, businesses must prove their expertise to customers and in some cases, improve it before doing so.
Technology companies that simply use information on their products as their main sales techniques, may as well be walking, talking websites as the customer can get all the information about your product on your website (if they cant then they should be able to.) You should be focusing on how you sell your products and what is said during the selling process rather than the product you are selling.
Generally speaking there are two key ways in which sellers can create value for potential customers:
-Uncover the unrecognised problem. Leverage your expertise of the customer’s industry, company and market to help them see problems of which they were previously unaware. By helping them to discover a problem, through careful questioning, you can bring tremendous value and, of course, the solution to their problem.
-Offering a solution that the customer has not anticipated can add a huge amount of value to your selling process as your expertise will have helped the customer implement a solution to future problems that they may not have seen coming, therefore the product you’re recommending seems more valuable.
The customer must fall into one of these three categories in order for you to provide them with an unanticipated solution:
-They are aware of their need and urgency to find a solution
-They have a rough idea of what the solution must provide
-They know exactly what their desired outcome is
If a potential customer is in one of these situations then you are in a key position to help them see a better solution that they previously hadn’t anticipated.



