Value Is Not A Destination

Too often, when sales people talk about value, it seems it’s some sort of fixed outcome customers should expect if they buy the sales person’s solution. Corporate web sites and sales people talk about, “Our value proposition is…..”

In all honesty, when in my early years in selling, I tended to position value as the endpoint customers would achieve if they bought the products I sold.

It’s a pretty antiquated view of value. The reality is that we must be creating value with the customer for the entire life cycle of our relationship. From their very first digital engagement with us, through every interaction, through their experience of buying, implementing, and utilizing our offerings, we need to be attentive to the value being created in that relationship.