The hardest part of communication is ascribing value and worth to a subject and the communication of it is perhaps the oldest, if not the oldest of all forms of dialogue. It is the versatile communication form that allows for things to happen, it moves people to act and to be happy with their actions. Sales people today use it, develop it, and practice it as a professional trait, thus another name to ascribe to this form of dialogue is sales
Sales communication is an act of ascribing value such that the subject being ascribed is more desirable and attractive; the discipline of this art is marketing, the art of fostering value. Today, it is essential to learn and understand value and how to create it, the modern world thrives on it. As our economy has shifted from that labor and production centered society to a more service centered one communicating value is now more than ever, the difference between success and failure.
If you lack the ability to convey the added value of your services, products, and or solution to your customers, then most likely your endeavor will fail.
Through advertisements, branding, and sophisticated communication strategies value is being created on a minute by minute basis, consider the stock market. Considering the brand of toothpaste, or model of car to drive is an act that engages our internal value mechanics; now get this, it’s been and is being manipulated with our consent all the time.
Arriving at Value
Value is arrived at by understanding the underlying motives of your customers. The questions are:
- Why would my customers need this?
- What would my customers need this for?
- Where would my customers need this?
- When would my customers need this?
Understanding your consumer’s motives is peered at two levels, the first being on the macro-level and the second being on the micro-level
The macro-level analysis is simply this “what segment of the people are my customers” and “what does this population concern it self with.” The micro-level asks “who is my customers, who is she, who is he” and “what is he or she concerned with”
Once these questions have been defined then you can start to ascribe value to the products and services being sold and when you start to communicate value to customers you start communicating relevance in their lives. This is no longer the selling of products, or the satisfaction of demand giving supply. Now we are fulfilling the customers needs.