B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with video marketing that effectively combines effective sales with consistent brand building. 
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By following these steps, sellers can effectively avoid the pitfalls of price degradation and proprietary sales focus, leading to more successful and value-driven sales conversations with consumer profitability in mind.

Step-by-Step Short Selling Guide
 

OBJECTIVE:

• Avoid Price Degradation: Shift the conversation from price to the value proposition of your product/service
  
  Advertise during conversation towards "pleasant sizzling of a burger, instead towards mere burger itself"
   

• Avoid Proprietary Sales Focus: Diversify the conversation beyond just your product features and who owns what.

First, let's have some context, you have to better understand contemporary challenges that sales reps are facing.

Well-Informed Prospects with Predetermined Criteria 
Modern buyers, especially in B2B contexts, are often well-informed due to the vast amount of information available online. They establish purchase criteria before engaging with vendors. This means they have a clear idea of what they want and how much they are willing to pay.
 

Delayed Vendor Engagement
Prospects wait longer in the sales cycle before involving vendors. This delay reduces the opportunity for sales representatives to influence the buying criteria or showcase the unique value of their products or services.

Commoditized Sales Dialogue Focused on Price 

Since prospects have already set their criteria and have likely compared multiple options by the time they engage with vendors, the conversation tends to become commoditized. In such scenarios, the differentiating factors of products or services are often overlooked, and the focus shifts primarily to price.
 

Difficulty in Displaying Value-Add Benefits

In a commoditized market, where many products seem similar, it becomes challenging to demonstrate the unique value-add benefits of a product or service. When the conversation centers around price, the intrinsic value or unique selling propositions of a product or service are often undervalued or ignored.

Price Degradation
As a result of this focus on price over value, there’s a tendency for the price to be driven down. Vendors might feel compelled to lower prices to match or beat competitors, leading to a degradation in the perceived value of the product or service.

To counter this trend, use disruptive sales strategies that involve:

Identify Unrecognized Issues
By uncovering problems or needs the prospect hasn't considered, a salesperson can shift the conversation from price to value and solutions.
 

Develop Teaching/learning Moments 

Educating prospects about aspects they might not have considered can help differentiate the solution in a unique way.

Take Control with Superior Framing
Changing the narrative to focus on how the product or service uniquely solves the prospect's problems can shift the focus away from price.
 

In summary, price degradation is a result of informed buyers focusing on price due to delayed vendor engagement and commoditization of products. The proposed solution is to adopt sales strategies that shift the focus from price to value and unique benefits.

Step 1
Client profiling - Research and Understand Your Prospect

• Task: Research your prospect’s industry, challenges, and current solutions.

• Goal: To build a foundation for a tailored sales approach. Tailoring should be articulated by specific, chosen Ideas Storytelling.

Step 2
Develop Insight-Driven Questions

• Task: Prepare open-ended questions that provoke thought and uncover deeper needs.

• Goal: To guide the prospect in recognizing challenges or needs they haven’t considered. Story-tell fluently in this area.

Step 3
Early Engagement

• Task: Engage with prospects early in their decision-making process.

• Goal: To influence their criteria and decision-making with value-focused conversations.

Step 4
Educational Approach

• Task: Utilize teaching moments to inform and educate the prospect.

• Goal: To differentiate your solution by showcasing its unique benefits and applicability.

Step 5
Value Proposition Articulation

• Task: Clearly articulate how your solution adds value beyond its basic functions.

• Goal: To shift the focus from price to the value and benefits of your solution.

Step 6
Customized Solution Presentation

• Task: Present your product/service as a solution tailored to the prospect’s specific needs.

• Goal: To move away from a one-size-fits-all approach and demonstrate a deep understanding of the prospect’s unique challenges.

Step 7
Handle Objections Skillfully

• Task: Be prepared to address price-focused objections by reiterating value.

• Goal: To maintain the conversation on value, not just cost (cost is a concept to be totally reframed during conversation into gain or investment).

Step 9
Effective Closing Techniques

• Task: Use closing techniques that reinforce the value proposition and the long-term profitability benefits.

• Goal: To conclude the sale emphasizing the enduring profitability and value and finally Return On Investment.

Step 9
Follow-up with Added Value

• Task: Provide additional information or support after the sale.

• Goal: To reinforce the customer relationship and highlight continuous value addition, enhancing long-term profitability.
   

Key Takeaways from The Short Selling Guide:

Focus on Value, Not Price

Always steer the conversation towards how your product/service can uniquely solve the prospect’s problems or improve their situation (you have to properly diagnose their situation to refer to this accurately).
 

Educate and Inform the Prospect
Help them see aspects they might have missed, being stiffly prejudged and fixed on pre-sales concepts of value and price based on their early self-informing process.

Emphasize Long-Term Value and Profitability 

Focus conversations on how your solutions contribute to the customer's long-term profitability.
 

Build Profitable Relationships 

Strive to develop relationships that are not just transactional but are aimed at enhancing the customer's business profitability over time.

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