It’s easier to understand value when we have something to compare it to …

Value is a comparative process.  For your prospects to fully understand the true value of what you do, they must be able to compare it to something else.

Compared to your competitors

Compared to the price

Compared to what life might be like if they DON’T buy your solution

Compared to what it might be like if they buy someone else’s solution

Compared to doing nothing

If you don’t give your prospects a meaningful comparison as part of your sales narrative, they will go to the simplest comparison they can find and understand … and that will usually be the lowest price.

The most powerful comparison you can incorporate into your sales conversation is the comparison between the ideal future and the undesired future for your prospect.

In short, what will their future look like if they do nothing, or not do enough, versus what it will look like if they do what you suggest.

This is why having a Futures Model is so important.  You must have a compelling and incontestable way to paint the future for your prospects.  They should look at the future comparison you’re painting for them and KNOW that it is the truth of what they face if they do take action, versus the future they face if they don’t take action.

One of the superpowers of a great visual model is that it is easy to hard-bake the comparison conversation into the model.  Then it is the model showing them the comparison rather than you.  

On top of that, we’ve seen over and over again that whilst people will often disagree with someone else, they don’t usually disagree with models.  The models don’t have an ego, they just tell a story.

In the Models-based Selling Process, we let the visual models do the heavy lifting. 

 What do you do in your selling, to give your customers a way to compare your value to something other than price?