La Importancia de la Venta de Valor

La Importancia de la Venta de Valor

Normalmente, los equipos comerciales B2B (Business to Business, hablamos aquí de venta a empresas) centran su esfuerzo de venta en dos puntos:

  1. Demostrar que el portafolio de soluciones de su compañía es el mejor para el cliente (aunque muchas veces ni siquiera saben qué quiere o qué necesita el cliente).
  2. Utilizar sus habilidades relacionales para convencer al Cliente y ganar la oportunidad, muchas veces sin pensar más allá del bono que van a ganar ese mismo mes. Es decir, establecen relaciones a corto plazo con los clientes.

Pero, ¿es esa la forma correcta de actuar de un buen vendedor? Por supuesto que no.

En primer lugar, cuando nosotros explicamos al cliente lo que creemos que es el valor diferencial de nuestros productos, sin alinearlo con los valores de compra del mismo (es decir, lo que el cliente quiere realmente), estamos ofreciéndole un producto que para él o ella puede tener un valor cero. Veámoslo con un ejemplo.

Imaginemos que somos el director de compras de una multinacional tecnológica. Un equipo de una empresa proveedora nos viene a visitar para ofrecernos una solución en cloud para almacenar todo el repositorio corporativo de información de nuestra compañía. Después de estar reunidos con ellos durante más de una hora, lo que hemos visto y escuchado son cosas como las siguientes:

  • Nos han dicho algo así como “vamos a presentarte algunas ideas que tenemos para ti”. El problema es que esas ideas no las han contrastado antes conmigo.
  • Me presentan los beneficios que creen que esa solución tendrá para mi compañía. El problema es que ni siquiera conocen nuestra Estrategia de Negocio.
  • Revisamos decenas de transparencias Powerpoint con mensajes de venta y credenciales generales, no adaptados a los requerimientos de mi empresa. Por ejemplo, nuestros requisitos de Seguridad son mucho más elevados que los que ellos presentan,
  • Terminan diciendo lo siguiente: “no sabemos muy bien cómo podríamos ayudarte, pero nos encantaría trabajar para ti”.

Es decir, las probabilidades de que les compre son nulas porque no me están vendiendo valor. Puede ser que me vendan precio, aunque algunos vendedores no hacen ni siquiera eso.

Por otro lado, con respecto al segundo punto, si un comercial establece relaciones a corto plazo con sus clientes, ¿cuánto creen que durará esa relación? Poco o nada.

Aprende ya a vender valor con nuestro curso de ventas!

B2B Selling – Selling price over value

B2B, business to business definition: Business-to-business sales (B2B) are just that, sales from one business entity to another.

Financial crisis, competition and the growth of online marketing have been a great challenge to business-to-business markets. The resulting competition from other cheap markets has created a lot of pressure on the business margins leading to price reduction. Reducing product prices has consequently made the businesses less profitable.

The prevalence of second competition in b2b markets means that you have to create value to retain customers and attract more others. As a result, you must be quite knowledgeable before making a decision in this market. More buyers concentrate on the value while a few focus on the prices.

Look at some points that will help you sell your products basing on the value rather than the price.B2B Selling - Selling price over value - buildthepipe

1)    Decide who you don’t want to do business with

As a b2b entrepreneur marketer, differentiate your customers according to their needs. Creating segments helps improve customer choice. Besides, as a b2b supplier, you get to make a personal choice on who you don’t want to involve yourself with in business.

2)    Improve your margins by selling outcomes

You can improve your profit margins by selling results rather than the products. Since your b2b customers will also be looking for issues, ask yourself what you are selling and build your sales approach on that result. You can as well use product features to improve the results that you are selling.

3)    Be aware of customer requirements

Do a research on customer needs and find out what your clients will buy. Customer needs can change over time. Conduct the research more frequently. An independent market research can go a long way into building your understanding of customer needs.

4)    Remember most b2b customers don’t concentrate on the prices

Most b2b customers don’t prioritize on prizes. Instead, focus more on the value of the products that you are selling.  Basing your sales on the values of the products can help you improve your profits margins. Be a pure sales person and keep in mind that it’s never about prices.

5)    Talk about the Return on Investment of your value  proposition

When you are trying to sell something basing on their value and not the price, explain to your customer the returns on investment. For example, if you are selling a more expensive juice blender than a competing brand, how much can the customer save over a period? Make all your b2b sales and purchases with ROI at the back of your mind.

Eventually, you will realize that selling products basing on value provide your customers with an understanding of how to make investments that are worth their money. Use the needs of your clients to perfect on your b2b sales skills.

Buy our course here to learn how to sell Value instead of Price.

Don’t become a zombie startup. Formulate your Business Strategy!

In the beginning, Google (GOOG) tried to generate revenue, even by carrying out data mining in some companies. Although this idea wasn’t successful, it is clear that they were capable of re-creating their Business Strategy to become the giant technological corporation Google is today.

Sometimes, start-ups get blocked, or become “zombie” because they are not able to create a new Business Strategy. In other words, they have developed a Business Plan, obtained funding from investors and begun to execute part of the plan. But, what happens when the results don’t come in? Many entrepreneurs don’t know what to do under these circumstances.

Upon arriving at this point, the key would be to create a new Business Strategy to unblock the situation and reach expected growth. In the following paragraphs, I’m going to explain some real examples that confirm this hypothesis.

Healthcare Start-up

This start-up was created in 2014. The product was hospital software that allowed the costs of diagnosis and associated treatments to be calculated. It was supported by a very important accelerator, but after two years, they still hadn’t managed to install a base sufficient to support the Business Plan.

The founder was desperate. He was running out of money and didn’t know what to do. He contacted us to find out what he should do with his Business Plan.

During the first interview we realized that he was mainly working for public hospitals that have long sales cycles with unfavourable payment terms and this meant that he didn’t achieve enough liquidity to continue growing, even though some sales were being closed.

Our response was that he should re-think his products and client portfolio. In other words, adapt his Organic Growth strategy. We explained how to formulate a new Business Strategy to the founder and his team, and this is what they achieved:

  • They created a new product to sell to new clients. This dealt with selling the Healthcare information obtained via their hospital software to pharmaceutical companies.
  • Pharmaceutical companies are private. They have money and operate on short purchasing cycles. In addition, they are always interested in solutions which can give value to their principal clients, such as health organizations and hospitals.
  • This start-up is now successfully executing the Business Strategy by selling two different types of solutions which complement and provide feedback to each other: the more systems deployed in hospitals, the more information generated to sell to pharmaceutical companies, which in turn allows a greater investment in hospital solutions.

3d-Printing Start-up

This start-up was created in 2015. They intended to create a platform to connect 3-D Printing designers with users, with the aim of transforming users’ ideas into real objects printed in 3D. Their product and business model was supported by the platform itself.

However, the consumer 3D-Printing market has not yet exploded as expected. In fact, we only need to view the Annual Reports of 3D-Systems –DDD, or Stratasys – SSYS, to see this for ourselves, or even check the value of their shares during the last two years.

The founder needed to make more money and earn credibility. To do so, he contacted us to see if we were interested in investing. Our first response was that they needed to develop a new Business Strategy to expand their solution bank to the B2B market. In other words, first they needed to demonstrate that they were capable of generating income whilst waiting for the consumer 3D-Printing market to take-off, which we assume will happen one day.

We explained how to create a Business Strategy to the founder and his team, and this is what they achieved:

  • They created a new 3D-Marketing service to sell to B2B clients. This was aimed at helping them support marketing campaigns via 3D-Printing elements.
  • In addition, they created specific 3D-Printing services for different industries, for example, the insurance sector or for the health industry with the purpose of training health professionals using simulated organs printed in 3D.
  • They are currently making money selling these solutions, which can then be invested in the 3D-Printing platform in the hope that the expected explosion of this technology within the domestic market, actually happens.
  • However, we must mention that they had a certain amount of difficulty due to their lack of knowledge in closing B2B sales. We also resolved this problem for them via our B2B Sales Blueprint training.

If, like these start-ups, you are interested in learning about how to formulate a Business Strategy, click here:

If, on the other hand, you would like to know more about our B2B Sales Blueprint, click here:


49 Win Themes for All Occasions

The concept behind Win Themes is very similar to that of the “elevator pitch”. According to Wikipedia, “an elevator pitch, elevator speech or elevator statement is a short summary used to quickly and simply define a process, product, service, organization, or event and its value proposition. The name ‘elevator pitch’ reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes …… If the conversation inside the elevator in those few seconds is interesting and value adding, the conversation will either continue after the elevator ride, or end in the exchange of business cards or a scheduled meeting”.

So it’s clear then, Win themes are the key messages to win. Use the examples below for inspiration, but make sure you include the specifics of your solution considering the key aspects of Win Themes described below:

  • They should be in line with the buyer values (if not, they will have no interest for the client). For example, if the client has not shown any special interest in the price (a little strange, although sometimes the client wants to pay a premium), we shouldn’t emphasize our commercial discount (in fact, if we do this, it could have a negative effect).
  • They should differentiate us from those of our competitors.
  • They should be tangible and include objective evidence.
  • Win themes should be tested by asking “So what”? If this question cannot be answered with ““which means that <some buyer value>…”, it can be concluded that the win theme has no impact.

Insight Sales

49 Win Themes for All Occasions


  1. <Our company> proved to be an innovative and reliable business partner for <Client’s name>
  2. We are where you are. And we speak your language.
  3. You know us. We know you. We are successfully working together in….
  4. We understand your business.
  5. We have been aiming for mutual success.
  6. We are living compatible cultures.
  7. We have been delivering against our promises; no matter what.
  8. We are a strong and reliable partner, who is able to deal with its specific requirements.
  9. <Your Company> is glad having the chance again to prove our willingness to invest in our partnership.


  1. We propose a very senior and experienced team to collaborate with <Client’s name> experts.
  2. We propose a senior team experienced with work in <something> combined with deep understanding of <Client’s industry>.
  3. Our team provides the relevant experience.
  4. All teams have dedicated roles contributing to project success.
  5. We will closely work together and jointly deliver a successful…
  6. Effective and capable customer support service.
  7. Allows team to focus on <Client’s name> needs not ‘recreating the wheel’.
  8. We will work collaboratively with <Client’s name> to ensure smooth project delivery.
  9. We will utilize a senior, experienced team for leadership and subject matter expertise.
  10. We Have the Right People Ready to Go.
  11. We’ve mobilized “the right team” with extensive <Name of the Solution> delivery experience for <Client’s name>.


  1. We are working with companies in your customers’ industries or even with your customers.
  2. <Your Company> has deep experience in a large number of relevant comparable projects.
  3. We have a proven history of providing customer-focused, high quality, end-to-end services to our Clients.
  4. Our robust methodology will help reduce the overall risk while delivering a fast and proven solution.
  5. We will provide customers with the best deployment experience.
  6. “Out-of-the box” solutions, already in use by thousands of people, including our employees.
  7. We have significant experience in <Client’s industry> having worked with most of the top companies in <Geography>.
  8. <Your Company> has developed thought leadership material based on our intimate knowledge of…
  9. During the engagement <Your Company> will leverage assets and thought leadership specific.
  10. <Your Company> provides a differentiated solution.
  11. Following our Approach ensures quality and business impact.
  12. <Your Company> has deep & global expertise in all components of <the project> across a range of industries.
  13. <Your Company>’s differentiated assets, specialized skills and global capabilities are enabling outcomes no other company can deliver.
  14. End-to-End Integrated Support, leveraging the full spectrum of our global operations and expertise.
  15. <Your Company> is uniquely qualified to deliver end-to-end support throughout the journey.
  16. We will drive <something> based on our deep knowledge of the local market.
  17. <Your Company> can leverage its extensive global network of clients, resources and assets to provide ….
  18. We will work with you to determine the approach and are flexible to change the order of activities and tasks should this be required.
  19. Our deep experience in <Client’s industry> in <countries> and globally will help minimize risk.
  20. <Your Company> has hands-on experience of developing relevant solutions in this space.
  21. We Know <Client’s name> Business and Requirements.
  22. <Your Company> is the right teammate for <Client’s name> on this important initiative.
  23. We Will Leverage our Experience to Deliver Business Results.
  24. We understand the key risks to this program and have thought through the actions for success.
  25. <Your Company> has the necessary experience and expertise to implement a winning solution for <Project name>: We’ve been doing this a long time, we have a lot of experienced people and we have a lot of reusable assets
  26. Our Solution was designed with <Client’s name>’ unique situation at front of mind.
  27. Speed to market is key – our proposed solution will be deployed within <number of> weeks.
  28. <Your Company> is the right choice to help <Client’s name> with this step on your <Name of the project> journey.
  29. Based on our experiences in similar projects, our expertise in the XYZ industry and the ABC market, and the fact that we are able to provide a strong and senior team to you, we are convinced to be able to support you efficiently and ….

You can find more information on this here