Every Smart Sales Organization Understands The Four Levels Of Value Creation (Which One Are You?)

Most people confuse the meaning of value.

Often, they assume value is about price. Amateur sales professionals notoriously make this mistake, like me, early in my career.

I started trying to sell a commodity, commercial aircraft parts.

Prospects would need a part, and I’d try to win the order based on price and relentless follow-ups. Unfortunately, the low-value follow-ups were likely the most annoying part to my suspects.

But things began to change as I watched the client’s behavior.

I noticed they often cited price and delivery time as the most important factors in their decision-making, but what they said and did were in conflict with one another.

I noticed once I started to help them deliver specific outcomes, everything changed.

Value isn’t about price; it’s about impact.

The tricky part is that everybody perceives value differently. Some people value cheap prices, while others prefer to pay a higher price for immediate, seamless, and effortless support.

This is why there are four levels to value explained in the book Elite Sales Strategies: