Value-Added Selling is Need-Satisfaction Selling

June 29th, 2010

By Tom Reilly, author of “Value-Added Selling”

Reducing Value-Added Selling to its fundamental dynamic, it is a need-satisfaction, problem-solving business model. One the one hand, the buyer has a need for a solution, and the salesperson attempts to satisfy this need with his or her product and service. On the other hand, the salesperson has a need to pursue viable sales opportunities. This makes Value-Added Selling a model for win-win outcomes.

As the salesperson probes for buyer needs, he or she identifies areas where his or her solution may be the ideal way for the buyer to solve their problems and satisfy their needs. At the same time, the salesperson is determining if this buyer’s needs are the best way for the salesperson to leverage his or her company’s strengths. In other words, will the salesperson get the desired return on his or her investment with this buyer?

One misconception of customer-oriented selling is that the sale is only about the customer. Wrong. It must be a good deal for the buyer and the seller. If it were not a good deal for the seller, why would the salesperson pursue the business? If it were not a good deal for the buyer, why would the buyer want the solution?

Value-added salespeople must be good business people. They must be able to recognize viable sales opportunities for their companies and practical solutions for customers. The sales conversation is nothing more than the buyer’s sharing his or her needs with the salesperson and the salesperson assessing those needs in two ways:

• Can we bring value to this customer?
• Will this sales opportunity bring value to our company?

When both sets of needs are satisfied, it is a good deal.

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