This one is the 6 of Hearts from the Selling Value card deck.
I work with clients frequently about creating these value tables. And what we essentially do is we identify, what are the best features in the product? What problem does that feature solve for the client? What’s a quantifiable result that client may expect? And then, what’s the amount of profit that client may be able to get when they achieve that result?
In a way, you could think of this as an ROI calculator. But the problem is, you can’t go in with an ROI calculator and tell a buyer, ‘Hey, you’re going to go make this much money if you buy my product.’ They don’t believe you.
In fact, if you use the document and everything that we put on there, it’s probably not accurate for every single customer. In fact, it’s probably not accurate for any customer.
“We use this [value table] as a map, as a document to help us understand where we’re going, but we don’t use the document to say these are the facts for any given client.”
– Mark Stiving
So, our recommendation is always, when you’ve created the value table, think of it as a thought process, this is where the value could be. And now we go talk to a buyer. And we understand, do you have this problem? Oh, yeah, what kind of result do you think you might expect? Oh, let’s see if we can figure out the profit to your company if you achieve that result.
We use this as a map, as a document to help us understand where we’re going, but we don’t use the document to say these are the facts for any given client. So, we want to use the information, not the details of the document.
We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our cards, pick a card, read the saying, then talk for one to two minutes about what that card says. You’ll become a better speaker and expert.
If you have any questions or feedback, please email me, [email protected].
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