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Top sales performers and successful small business owners embrace the human touch and are viewed by their constituents to clients as “valuable.” These individuals make time to stay human.


In what is still a difficult selling environment, there are a plethora of strategies and tactics to increase sales, including the creation of a value proposition.

Depending upon the expert sales author, consultant or coach, the definition for this statement may be different. But the purpose is the same: differentiation, or what I call being the red jacket in a sea of gray suits.

Investing hours in the creation of a value proposition statement may bring greater clarity to the small business owners and salespeople.

Yet, there is probably a simpler and more effective way to increase sales: Just be valuable!

Of course, to be valuable to your customers, strategic partners, centers of influence and professional colleagues may require you to recognize selling or sales is not about you.

It is how much your solution is better than your competitors’ or what you think your potential prospect needs.

To be valuable requires you to engage in CLEAR and active listening where you listen for:

  • Clarity
  • Legitimize (separate the real problems from the symptoms)
  • Emotions
  • Agreement
  • Retention

Social media as a marketing channel provides another opportunity to be valuable by sharing links, quotes, polls, congratulatory wishes or even asking questions.

However, to truly be valuable extends beyond technology and requires the human touch:

  • Ask yourself this question: “How can I be human to my internal and external customers?”
  • There are many ways to be human.
  • Send a handwritten note or card
  • Call someone to learn how you can support or assist them
  • Make a referral for a business colleague or write a recommendation in LinkedIn
  • Take five minutes to talk to an employee and share positive news about his or her performance
  • Be mentally present when talking with someone instead of thinking of the next appointment, phone call or task that requires your attention

By adopting this “be valuable” behavior, the focus is now on others and how you can be of support to them.

Top sales performers and successful small business owners embrace the human touch and are viewed by their constituents to clients as “valuable”. These individuals make time to stay human.

Being valuable does take time and might be one reason some business professionals fail to practice this proven tactic for increasing sales, especially if they are seeking a quick fix to their revenue challenges.

If your value proposition statement is not working for you and you are at your wit’s end, then consider this simple solution: Just, “Be Valuable.”

About the author

Leanne Hoagland-Smith

Leanne Hoagland-Smith

Leanne Hoagland-Smith has over 25 years in sales. Her true joy is selling and…

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