Being value led in sales

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We speak about being value-led constantly, but there’s still so much that needs to be done.

It’s so easy for it to become a buzzword. So for me, the two core ideas I focus on are: relevancy and personalization.

One of the key difficulties with outbound is that you’re reaching out to people who don’t know they have a problem.

When a lead comes from inbound, there’s a lot you can get away with because they know they have a problem, and they know you might be able to help. With outbound, there’s no room for passive prospecting, which is where my focus on relevancy and personalization comes into play.

“If you sell to everyone, you sell to no one.” 

I see a big part of the SDR's role as being able to create demand. Taking people through the journey of not being aware of a problem  to being aware of why this is a problem, and exactly how you can fix it. 

This is how you build trust, and this is how you build a relationship with buyers who aren’t in the 5% (mostly inbound leads) who are actively looking to buy right now.

Sounds easy, right? 🥲

Here’s what you need to focus on.

1. Your ICP 

You need to fully understand your persona. This way, you can highlight the issues they might have by speaking about other people in their situation.Focus on the problem they have had and the benefits they see from fixing it.

2. Thought-provoking questions 

This is an extension of the first point, and bringing in relevant examples of people you have helped is a great place to start. But even within a specific job role, different issues need to be addressed, so ask open-ended questions to understand exactly what their issues are and guide them to the solution. Don’t just sell them the whole solution because it’s likely that you’ll be covering problems they don’t have. 

This is the core of being relevant. Understanding the prospect and helping them uncover problems they may not have even been aware of, based on your exposure to people in a similar situation.

3. Up next it’s personalization

…And this does not mean “saw we went to the same uni”.

The market is so noisy right now, you may have an amazing product that is incredibly relevant to them, and it means nothing if you can’t break through the noise. 

Here are a couple of areas to focus on.

• Mix up your channels. Understand that everyone prefers different channels, so it’s your job to meet them where they are.
• Bring your personality. If you sound like a robot or like the other 100 emails a leader gets every day, you will be ignored. Make your messaging stand out by being your authentic self, you’ll enjoy the role a hell of a lot more as well.

Kaspr has made some pretty cool playbooks that go into these in more detail, you can check them out here. They’ll give you actions that you can start using right away to put this into practice.

Take these three areas and let me know how you get on,

Shabri