The Value Based Selling bridge

The Value Based Selling bridge

The Value Based Selling bridge helps your clients streamline their sales process, boost the performance of their sales team, and significantly improve their results. You'll work with them to develop a Sales Action Plan to set their budget, sales KPIs and sales goals, then meet monthly to support and coach the client to ensure they achieve improved results.

Important info
Value Based Selling is a six-month coaching programme, however, you can amend the delivery of this programme to suit an individual client's needs.

To access the Value Based Selling bridge, go to Navigation panel > Bridges > Value Based Selling bridge.

Understanding the Value Based Selling process

Your clients are good at what they do - delivering a product or service to their customers, but most business owners have never received any formal sales training. This six-month coaching programme helps clients position the value of what they're offering and helps them avoid becoming product pushers or order takers.
  1. The Process Guide outlines best practice use of the content in the Value Based Selling bridge; click the Download Process Guide button in the top right-hand corner to view this guide

Note
Ensure you review the  Process Guide prior to using the content in the bridge.

Marketing the Value Based Selling service

There are many ways to actively market the Value Based Selling service, including:
  1. Discussing your Value Based Selling service as part of a Complimentary Client Review, Annual Accounts Review Meeting or a Business Planning session.
  2. Sending out relevant educational marketing content to your database to subtly position the value of Value Based Selling. 
    1. Go to Navigation panel > Marketing > The Gap + BOMA  > The Gap + BOMA Library Catalogue to check out our educational marketing ready for you to send via BOMA
  3. Hosting the Successful Selling seminar to generate interest in your Value Based Selling coaching.

The Value Based Selling proposal

There is one proposal in the Value Based Selling bridge. There is an optional service add-on to present the Successful Selling presentation to the client's sales team mid-way through the coaching programme, which the client can select in the proposal.  Only send a proposal for services you have gained conceptual agreement for.
  1. Consider the client's unique situation and use the checkboxes to select the objectives, measures of success and value to the client; add bespoke objectives, measures of success and points of value to reflect the client's individual needs
  2. If your client does not accept within seven days, call them to follow up
For more information, see our  Using proposals article.

Tip
Carefully read through the objectives, measures of success and values to better understand the types of problems this service will help you solve for your clients.

Delivering the Value Based Selling service

Client Outcomes

By undertaking Value Based Selling, clients will understand:
  • The difference between cost and value and how to articulate value to prospective customers
  • Powerful sales techniques that will significantly increase their conversion rate
  • The nine-step proposal writing process and how they can reflect this in their quotes or proposals
  • How to develop robust Terms of Trade and successfully deal with changes in the scope of the work agreed
  • What they need to do to implement Value Based Selling in their business

Session duration

The initial coaching session is two hours long, followed by five 90-minute coaching sessions.

The service

You will facilitate six coaching sessions over the period of six months. During this process, you will:
  1. Review the client's current sales process and what they want to get out of the sessions
  2. Help your client develop their Sales Action Plan
  3. Review the client's progress towards their Sales Action Plan as well as key challenges
  4. Review the client's Coaching Insights and identify potential areas for improvement in sales
Prior to each session, you will provide all attendees with pre-work to complete, ensuring that any issues that need to be discussed are identified and you can prepare accordingly. From the second session onwards, you will also send a relevant VBS Insight available in the Delivery folder to help get the client thinking about their sales process and identify potential areas for improvement. Ensure the client has at least two weeks to complete their Insight.

Important info
We recommend enforcing a 'no pre-work, no meeting' policy. Politely discuss the benefit of pre-work and reschedule the meeting so it does not become one of discovery.

Click here for more information about common content found in the Gap bridges and how they relate to each step in the Value Based Selling process. See the Value Based Selling Process Guide for detailed information about the Value Based Selling content.

Key content in the 4. Delivery folder includes:
  1. Successful Selling PowerPoint Presentation: an educational piece demonstrating the four kinds of seller, top 10 must do's, essential ingredients to create value, sales techniques that really work, and how to overcome objections. To be delivered during the first coaching session, with an optional service to present to the client's sales team at a later date.
  2. VBS Insight #1: Generating More Sales and Overcoming Resistance: an online form to be sent in addition to pre-work to get clients thinking about the value their business provides to their customers.
  3. VBS Insight #2: The Formula for Change: an online form to be sent in addition to pre-work for the client to determine their formula for change.
  4. VBS Insight #3: Ask Don't Tell: an online form to be sent in addition to pre-work to teach clients how to ask the right questions to engage customers and demonstrate how their products or services will provide solutions to their problems.
  5. VBS Insight #4: Creating Effective Testimonials: an online form to be sent in addition to pre-work to help clients turn customer feedback into effective testimonials.
  6. How to Write Winning Proposals - Client Resource: a guide to send clients to help them understand how to gain conceptual agreement and write compelling proposals.
  7. Generic Proposal Template - Client Resource: a Word Template to send clients for them to use to create their proposals.
  8. Proposal Example - Client Resource: a PDF to download and send to clients along with the Generic Proposal Template so they know what the finished proposal will look like.
  9. Terms of Trade Guide: a guide to send clients via the portal to help them create or update their Terms of Trade, ensuring all essential terms are covered.
  10. Terms of Trade Templates: a Word file to send clients with templates for Comprehensive and Condensed Terms of Trade.
  11. Terms of Trade Examples: PDFs you can download and send to clients along with the Terms of Trade Templates so they know what the finished Terms of Trade will look like,
  12. Guide to Value Based Selling: a guide to send clients at the end of the coaching programme, summarising all they've learned during the coaching sessions.
  13. Sales Action Plan: a 12-month plan to record the client's budget, sales KPIs, opportunities, vulnerabilities, and 12-month and 90-day goals

The initial Value Based Selling coaching session

During the initial coaching session, you'll present the Successful Selling presentation using the PowerPoint presentation and delivery notes. You'll then review the client's pre-work and work with the client to develop their Sales Action Plan.

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