Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Selling Value in the Zombie Apocalypse

While reviewing a guide in the SellingBrew Playbook about how to craft effective, value-based sales messages, I laughed out loud reading one of the many sample messages provided by the author:

When preparing a facility for the zombie apocalypse, it’s important to consider the height of your security fence. Recent studies by the CDC show that a single intrusion could cost you more than a $1M in healthcare expenses and workforce attrition. While other solutions on the market are 10′ tall—just tall enough to deter an average zombie with limited agility—our Zombie Shield™ fencing solution has an additional two feet of razor wire, designed to repel even the most determined flesh-eater.

Hilarious! But it’s also pretty instructive when you really break it down…

  1. First, the message clearly establishes the problem for the prospect. If they haven’t thought about the height of their security fence before, they certainly will.
  2. Then, the magnitude or cost of the problem is not only quantified, it’s even given added credibility through the third-party reference to the CDC.
  3. And finally, the competitive alternatives are addressed and the differential value of the Zombie Shield™ solution is driven home.

Obviously, this is a farcical example (or is it?), designed to provide a little comic relief to a relatively dry topic. But how many sales messages fail to deliver on the last point? How many sales messages fail to speak to the alternatives? How many sales messages fail to expose the differences that can actually help a prospect make a decision?

Because it’s the differences that really matter. Of course, prospects will like hearing about your solution’s value in an absolute sense. But they’ll base their buying decisions on your solution’s value relative to the other options available.

And according to the author of “Crafting Effective Strategic Value Messages,” when you don’t speak to the alternatives, you’re leaving far too much to chance:

Prospects just don’t do a very good job of recognizing differential value or critically-evaluating the alternatives when left to their own devices. So, don’t risk it. Overcome the natural tendency to just talk about your own offerings, and always strive to teach prospects how your offerings meet their needs better than the alternatives.

Great advice…even if the zombie apocalypse never happens.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Onboarding New Sales Reps for Success

    Bringing a new sales rep onto your team can be a very expensive and risky proposition. And many common onboarding strategies can make things worse instead of better. This guide exposes 10 best practices our research team has found to be most effective.

    View This Guide
  • Increasing Revenue Through Real Strategic Sales

    It’s so easy to get caught up in the tactics of selling. But your sales strategy shouldn't take a backseat to the tactical to-do list. This recorded training session helps you get beyond the tactical and understand what real strategic selling is all about.

    View This Webinar
  • How to Retain Your Key Customers

    When you lose business from existing accounts, the sales team must acquire even more new business to compensate. In this on-demand training session, learn about seven innovative strategies leading sales operations are using to minimize revenue attrition and customer defection.

    View This Webinar
  • Combating Competitive Pricing Pressure

    Pricing pressure is just a fact of life. But how well you handle that pressure can determine whether your business ultimately succeeds or fails. This guide exposes 15 ways to address (and prepare for) competitive pricing pressure.

    View This Guide