Value Selling Is Not A Product Pitch
It Matters How You Sell
If you lead with your product, its features and benefits, and focus on the transaction and the price, then your prospective client will treat you like someone who has no ability to create real value (I call this Level 1). Your prospective client will perceive you as undifferentiated, and will believe that you are selling a commodity.
Your prospective client is right to make the assumption that you create little value. That is what you showed them by the actions you took in your approach to selling them.
Selling this way is tough now. The value that you create isn’t compelling, and it doesn’t answer the critical question your prospective client is dealing with which is, “Why must I change now?”
When you sell from Level 1, you ensure that you are not considered a peer. If you want to be a peer, you need to start from a position of greater value creation.