Super Agent

Avoiding the Value Assault Approach: Show Don’t Tell

In today’s commoditized sales environment, producers continually strive to differentiate from competitors and prove their value to prospects. However, a vast number of producers are making the mistake of telling prospects that they are different instead of actually demonstrating it.

When someone says, “I’m strong” or “I’m smart”, are you likely to accept their statements and believe they are telling the truth, or would you be more impressed if you listened to a compelling lecture or watched a heavy-weight champion beat out the rest of the competition?

Inc.’s Jeff Thull explains this problematic approach as a “value assault”. He says: “Most salespeople present their value proposition as, “This is the value we provide, this is what it has enabled customers like you to do and you will be able to do the same if…” It is definitely seen as “selling” and therefore, whatever value you suggest it is, the customer is likely to reduce its value because they will assume it is likely exaggerated to make the sale.”

If you simply tell a prospect you’re different, they may think you’re being disingenuous and dismiss you before you have a chance to be innovative, insightful and client-focused—the things that will really confirm your value and show that you are different from the agents who are self-focused and falling into the dreaded bid-and-quote trap. Instead of pointing to your differences let the prospect see them, and you’ll see better results.

Don’t tell me the moon is shining; show me the glint of light on broken glass.Anton Chekhov

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