Creating value in conversations


Creating value in conversations

Selling You

When we think about sales and salespeople, we instantly get the image of someone in a shiny suit who has the “gift of the gab”. 

That person is a little arrogant, a little (or a lot) pushy and they SELL YOU into buying whatever it is they’re offering.

That image probably comes from used car sales people back in the day, before the internet and when there was a high level of information asymmetry. Back then, consumers relied on the same people who were making the sale to give them information. So, it was probably more normal that the sales person would do more of the talking and didn’t need to work hard to understand the needs of the customer in order to make a sale.


In today’s world, the tides have turned. It is the BUYER who’s in control because they’ve now got the resources to do their own research.  We’re facing competition from global avenues thanks to the internet.  So our idea of what sales means also needs to change.

Creating Value

No longer is it about communicating value in what you say. You must be CREATING value in every single interaction with your client.

Have you made it easy for them to find you? Did you offer them a refreshment when they walked into your office? Do they feel like you are truly listening to what they’re telling you? Do they feel understood? AND are you truly over delivering without being prompted?

All these questions can be answered by YOU using assumptions. OR you can know for sure by asking your client.

This leads me to the fundamental shift in sales mentality we all need to embrace:

Value is created by the purchaser, not the seller.

It is up to our clients to see the value. Not for us to tell them. So to start CREATING value in every interaction you need to get curious about what they truly want. Ask your clients the right questions. Use this information to deliver more value to them every single step of the way.

That is what sales is about in today’s world. It’s about creating value at every possible point so that your client wants to BUY. 

Do you agree? Let us know by posting a comment below or send us a tweet @ltbconsulting or @jenny_tse

Jenny Tse

at Licence to Bill

I am a speaker, published author, sales strategist and coach to small businesses. Over the past decade, I've worked with some of the largest organisations in the world, including PricewaterhouseCoopers, Macquarie Bank and have been invited to speak at the National Audit Conference hosted by the Institute of Chartered Accountants. I'm brought in by clients increase their revenue. I run a 3 day sales and communication workshop where I teach my 12 step sales process.