Value-Based Selling to Improve how you Sell

Value-Based Selling Tips

Product Selling vs. Value-Based Selling

Would You Hire a Product Expert or a Salesperson?

Would you hire a technical product expert to sell for you, or would you find a top-performing salesperson and teach them about your product after they prove their selling skills?

A little knowledge can be dangerous, but too much product knowledge can be even worse for a sales conversation. It becomes a sales crutch—a security blanket salespeople hold onto when they’re unsure of what to say. It’s important to park your features and benefits and hone in the value-based selling as quickly as you can.

Salespeople as Explorers, Not Product Encyclopedias

A successful salesperson isn’t just an expert on product features. They’re an explorer—someone skilled at uncovering pain points, needs, and desires.

Buyers don’t need to know every detail about your product upfront. What they do know is their own problems. And they’re talking to you because they need a solution—not a lecture on specifications.

What Are You Really Selling?

You’re not selling a product. You’re selling an opportunity—a chance to make life easier, to improve business results, to solve a pressing problem.

A Real Sales Example: What Does the Farmer Really Want?

I recently worked with a sales team selling a veterinary product that helped sick animals recover faster.

Their biggest mistake? They were too focused on the scientific details. Instead of selling the features, I shifted the conversation to what really mattered:

Farmers’ concerns: Losing an animal means losing revenue.
Veterinarians’ concerns: They need fast, effective treatments to keep clients happy.
Key product benefit: A small dose works faster and better than traditional treatments.

Know When to Call in the Product Experts

Let’s be clear: Product knowledge is important. But it’s not the center of the sale—it’s a tool you use at the right time.

Are You Ready to Ditch the Sales Security Blanket?

Sales success comes from understanding buyers, not just memorizing product details.

Ask yourself these questions:

Can I have a sales conversation without mentioning my product?
Am I staying focused on the buyer’s world instead of my company’s offerings?
Why do customers really do business with me?
How do I make life easier for my clients?
Can I explain my value proposition to a 10-year-old?
Does my sales process create more possibilities or just push a product?
How can I avoid rabbit holes in my next sales conversation?