If They Don’t See Value, They’ll Only See Cost.
To quote Oscar Wilde, “The cynic knows the cost of everything and the value of nothing.”
This gets us right to the heart of the matter! Whether you’re selling a solution or selling yourself…
Value Comes Before the Number
A buyer who doesn’t understand what makes your solution stronger has an easy way to compare you with your competitors: price.
An employer who doesn’t understand the advantages of your particular experience, expertise and impact you bring has an equally easy way to evaluate you: what it will cost to get you on board.
Cost before value puts the cart before the horse, so to speak. And puts you in a weak negotiating position. Competitive differentiation, benefit statements, value propositions must be communicated clearly and compellingly first and throughout the conversation.
Sellers: Give Them Something Better to Compare
If your prospect hears the same claims they hear from everyone else—great service, extensive experience, customized solutions, responsiveness—you haven’t given them much reason to choose you beyond price.
Your job is to uncover what matters to this buyer and connect your particular value to them.
What problem are they trying to solve?
What is that problem costing them?
Why does solving it matter now?
Where does your experience give you an advantage in helping them solve it?
Now you're giving the buyer something far more meaningful to evaluate than your fee.
Job Seekers: Don’t Let the Job Description Define Your Worth
The same principle applies when you're interviewing. Having the qualifications gets you into the conversation.
Your value goes beyond credentials.
It’s the judgment, instincts, perspective, finesse that you’ve demonstrated in your career thus far that defines value.
Maybe you've solved a problem they're currently facing. Perhaps you've managed greater complexity, generated significant revenue, built something from scratch, retained important clients, improved a process or cultivated influence that's particularly valuable to this organization.
Don't assume the interviewer will connect those dots–you need to connect them.
And that connection must be made well before an offer is prepared. Those points of value should be reflected in the compensation packaged presented to you. But, they won’t be if the value hasn’t been articulated, credibly established, and connected to the needs of the organization.
Negotiation Starts Earlier Than You Think
One of the key principles in my Trusted Advisor Sales Method is that effective negotiation doesn't suddenly begin when numbers hit the table. You must lay the groundwork long before.
Through the questions you ask.
From the credibility and trust you’ve established.
How well you understand the other's priorities.
How you communicate your expertise.
And how effectively you connect your value to what matters to them.
Whether you’re selling a service or selling yourself to a prospective employer, there’s a point where the conversation naturally turns to money.
What are your rates? What are your salary expectations? What will it take to get this done?
By this time, your value should already be understood. Your differentiation should already be clear. Your worth should already have a foundation.
The less they understand your value, the more they’ll scrutinize your cost.
I'm here to help!
~Joyce
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