Value ReinforcementLeveragingHigh-Level Value-Added Selling

with Duane Weaver

OUTLINE• Value Reinforcement

– Documentation– Value reminding– Value audit

• Leveraging– Vertical– Horizontal– Spin Off

• Hi-Level Value-Added Selling– Defined– Calling on HLDMs

(High Level Decision Makers – e.g. VITOs)

Value Reinforcement

• Value Reinforcement isan “after-marketing strategy…getting credit for what you do…the sale after the sale…defensive selling at its best”

(Reilly, 2010, p. 135)

• The Steps to Value Reinforcement:1. Documenting your value added

– No charge invoices, project savings reports, warranty reports, customer service action reports,…other ideas?

2. Value reminding through positive bragging– Follow up assistance requests, get testimonials from them and use

them later, …company wide. Any other ideas?3. Conducting value audits

– Customer satisfaction surveys, supplier performance appraisal, post sale value added follow-up questions focusing on performance and satisfaction.

Leveraging• What is “pipeline-itis”? (Reilly, 2003, p. 123)

– 3-7 effort and transaction costs of new

• Leveraging:“achieving a high ratio of outcome-to-input”

(Reilly, 2010, p. 142)

• Vertical account penetration– More to same (cross selling)– Expanding the mix of products and services

• Horizontal account penetration– Additional products and services to other locations and other

people within the same account.

• Spin Off– Getting referrals for someone outside the company. “Who should I

be talking with?”(Reilly, 2010, p. 145)

Hi-Level Value-Added Selling• Defined:

– Selling Value to the Highest Level Decision Makers (HLDMs)

“why would you ever take a ‘no’ from someone who can’t say ‘yes’?”

(Reilly, 2010, p. 240)

• Calling on HLDMs (see next slide)

Hi-Level Value-Added Selling• Calling on HLDMs

– Why salespeople don’t:1. Intimidated by HLDM2. Fear offending lower levels3. Lack skills to do so4. Don’t believe HLDM will meet with them

Please get into your sales teams and discuss the above four issues.Determine and provide concrete examples of how “Selling to Vito” may help you deal with each of these fears.

• Tips from Reilly:– Get to the point, deliver high-end leave behinds, use time efficiently, get

them to share their vision, demonstrate your competence from the outset

Prepare for VITO & Individual Video Project

• Think about your Individual Video Sales Project(Download assignment from website)1. Determine your product, service or idea you are going to sell2. Determine your corporate and sales Value Adds3. Define the ultimate target market customer4. Personify the target by defining characteristics, traits and needs.

• DEVELOP YOUR VITO letter with the above in mind to help you get your mind FOCUSED around your KEY BENEFITS (by developing your key benefit statement).

• PREPARE your video development plan1. Book a time and date as well as reserving/acquiring any equipment you

made need (e.g.: video camera and tripod).2. Book a time and date to edit your video3. Prepare your video well in advance of the due date and make BACK-

UP copies of your work as you proceed– watch out for MURPHY’S LAW.