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Feb 22, 2023

This one is the 8 of Spades from the Selling Value card deck. 

When buyers are making a 'will I' decision, they're trying to decide, should I spend money to go solve this problem or not?

Oftentimes, when they're making a 'will I' decision, they've got some problem that has boiled up, that's become an important problem, and they say, "Hey, maybe I'm gonna go consider buying a replacement, a solution, something to solve this specific problem for me." 

If you are in B2B sales, what your job needs to be at this moment is, what is the basic problem your buyer is trying to solve? Once we understand that problem, we can help them figure out what's the value of solving that problem. 

What this really means is, can we do an ROI calculation? At least the R part of an ROI calculation. Can we help the buyer figure out how much more profit will they make because they buy our product? This is called inherent value. 

Inherent value is what's the value of solving the problem, and it has nothing to do with, what's the value of your product relative to your competitor's products. We want to be thinking and helping our buyers think, what's the value of solving the problem? 

As salespeople, we always want to be thinking, what's the decision a buyer is making right now? What's the information that buyer needs to help make that decision? And when they're making the 'will I' decision, what they're trying to decide is, is this problem worth me spending my money to go solve? That's why we help them with the inherent value. 

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you wanna get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, then talk for one to two minutes about what that card says. You'll become a better speaker and expert. 

If you have any questions or feedback, please email me,

Now, go make an impact.


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