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Semiconductor Manufacturer
When you need your salespeople to win competitive shoot-outs based on value rather than costly price concessions.
 Business Issue
This semiconductor manufacturer's sales force needed to be more competitive, winning customers based on value rather than on costly price concessions. The company wanted to help its sales force learn to translate technology features and advantages in terms of bottom line benefits to customers. It also wanted to address this critical need quickly and powerfully at an international sales conference involving 60 salespeople from two international groups.
Process
The Advantage solution was Value Selling Skills a custom program based on the principle that customers are most interested in how products and services improve their bottom line because that's what makes customers most competitive. To communicate that impact, sales people must be able to quantify the financial value of their offerings. Value Selling Skills showed the semiconductor sales force the importance of focusing less on features, functions, and benefits and more on the things that affect customers' bottom line. Then it taught them how to quantify the value of what they were offering customers. The program presented the four key ways a sales person can influence the customer's bottom line and how the sales force could demonstrate value to their own customers in a non-technical way. To meet the international meeting schedule, Advantage distilled the two-day class into a powerful morning session. By the end of the session, the salespeople knew how to quantify benefits to their customers in terms of higher revenue, lower expenses, accelerated cash flow, and reduced risk.
Result
Value Selling Skills encouraged the international sales force to challenge key customer relationship strategies and evaluate the impact of a new, value-based selling approach. The new approach was an excellent fit with the company's market challenges and competitive sales goals. One French manager said, "We have been locked out of (a certain customer) for years. Now, we have a new salesperson taking over the account. This is exactly the approach we need to be taking with that customer."
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