We’ve all heard the old saying, “Beauty is in the eye of the beholder.” When it comes to business, the same could be said of value as well.

Value is in the eye of the beholder. In business, the “beholders” are your clients and prospects. How do you find out what your prospects value?

Over the years, I have written dozens of success stories. Before I talk with the client, I get the back story from the sales rep. When I do this, I will ask the rep why the client chose to work with them.

Nine times out of ten the rep confidently says, “Because we saved them money.” When I interview the client and ask why they said “yes” to the company, they usually rattle off a list of outcomes they are enjoying. Rarely do I hear a client say, “Because we’re saving money.” If they do, it is usually one part of a longer list of value.

The value you bring is not so much in the products and services you sell but in the outcomes that you deliver. Your goal is to understand the outcomes your buyers want.

This is why it is so critical to understand your clients and prospects before you try to craft value proposition.

How can you do this?

  • Do some case study interviews.
  • Ride in the field with your sales team and listen to what people are saying.
  • Read the books and blogs your prospects read.
  • Take your best clients to lunch and ask.

Remember, value is in the eye of the beholder. Understand the outcomes that your prospects and clients want. Then, you’ll be able to communicate value in a way that resonates.