“Try not to become a man of success, but rather try to become a man of value.”

Albert Einstein

In my previous blog, “Attention Sales Leaders… How Well Are Your Sales Reps Opening New Conversations?” I shared, the way sales reps open up new conversations has a direct bearing on the close. The way sales reps open up conversations, the direction they take those conversations along with the strategy behind those conversations; all will have a direct bearing on the close of the sale.

“You never know when one conversation will lead to exponential sales growth.”

Let’s dive into this a bit deeper as we uncover the next layer in effectively opening up new conversations.

In todays highly social and digitally driven business world, sales reps are attempting to get visible out in the marketplace. To all sales leaders, if your sales reps fail to articulate their value, have a clear understanding of their value and fail to align it to your clients and prospects values then they are nothing more than a bunch of empty suits!


Its lunch, you head towards your local sandwich shop and order yourself up a nice steak sandwich. You sit down in the corner booth, you start to unwrap the steak sandwich that you’ve been dying to have all morning and all of a sudden you notice something; there’s no steak! You jump up, head over to the counter and scream, “Where’s the beef?”

Think about this one for a moment… When your sales reps run around the marketplace attempting to get visible without truly understanding their value, in essence they’re creating a “where’s the beef?” moment all over your marketplace.

The emperor has no clothes and your sales reps are a bunch of empty suits!


I ask every sales leader out there to stop and think for a moment…

“What’s the value of each and every one of your sales reps?”

One better,

“Do you even know the value they bring to your clients and prospects?”

Your sales reps must gain confidence with the buyer by bringing competence and articulating value inside the conversation. Unfortunately, many sales reps struggle with understanding the value their buyer wants.

In the latest episode of the Selling From the Heart” podcast, my dear friend, Deb Calvert shares insight into the three levels of value from the buyer’s perspective.

  • Value of the product, if relevant.
  • Added value, in addition to the product but in many cases this has even been equalized.
  • Created value. The individual value of the sales rep.

It’s the nature of the conversation. The thought provoking sets of questions and “NO” it’s not around your products or solutions. It’s the conversations with the buyer that has your sales reps showing them they care. It’s the questions that tug on their heart strings.

A great question courtesy of Deb Calvert… sales leaders ask your sales reps this question and listen. I mean really listen.

“What is it about you that would cause someone to meet with you?”


What are your sales reps bringing to the business table? What makes them any different than all the other sales people in their marketplace?

How can you help your sales reps? Coach them and help them to uncover what value means to them.

Here’s a great sales team exercise… gather your team together and have them answer the following sets of questions.

  • What experiences do you (sales rep) bring to the business table?
  • Share something about your education. What have you learned that is directly applicable to helping the buyer do better business?

It’s about helping your clients and prospects. It’s about your sales reps personality, their interests and their curiosity; and how all of this gets packaged to do one thing, HELP!


In my forthcoming book, “Selling From the Heart” I speak to sales chaos. We must learn how to manage our own chaos but break through the buyer’s chaos. This is done by being true to yourself and to your clients.

Your sales reps must be clear of mind. They must remove the chaos and clutter from their mind or all they’re leading is a sales lie. This is my challenge to all sales leaders… it’s up to you to have your sales reps position themselves front and center with their value, as this helps them to rise above the sea of sameness inside the sales world.


When alignment of values happen, people understand one another, everyone does the right things for the right reasons. Value alignment helps the company as a whole to achieve its core mission, taking care of their clients and employees.

When your sales reps values are out of alignment, as they are all working towards different goals, with different intentions, and with different outcomes; this ultimately can damage work relationships, productivity, job satisfaction, and creative potential. In the end, a sales professional marries both values together in harmony and uses this to take care of their current clients as well as to grow new opportunities.

“Visibility before Value results in sales reps getting VETTED!”

To crush sales numbers, it’s imperative that sales professionals marry their value, their client’s value and their company’s value in complete harmony; one that is uniquely suited to promote growth and better business.

I understand, I get where you all are coming from. Every day, I walk in your shoes. I am fully committed to helping your sales team integrate social aspects and modern strategies into your current sales process to grow new business. I want you to get results. This is why I am passionate about doing this the right way, the genuine way, the authentic way!

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