How to train sales reps to sell value, not features
Equip your team to have business conversations, quantify ROI, and position your solution as the answer to customer problems.
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0 of 7 steps completedStep-by-Step Instructions
1 Step 1: Teach the difference between features, benefits, and value
Step 1: Teach the difference between features, benefits, and value
Feature: "We have SSO." Benefit: "Your team logs in securely without managing passwords." Value: "Reduces IT support tickets by 40% and eliminates security risks." Reps must connect features to business outcomes. Buyers care about results, not specs.
SPIN Selling by Neil Rackham
Research-based framework for consultative, value-focused selling
The Challenger Sale by Matthew Dixon
Teach reps to challenge customers and lead with insights
2 Step 2: Train reps to lead with discovery, not demos
Step 2: Train reps to lead with discovery, not demos
Understand the customer's business, goals, challenges, and decision criteria before presenting. Ask questions about current state, pain points, cost of inaction, and desired outcomes. Discovery uncovers what matters so you can tailor your message to their priorities.
Value Selling Associates
Sales training focused on business value and ROI conversations
3 Step 3: Provide ROI calculators and business case templates
Step 3: Provide ROI calculators and business case templates
Arm reps with tools to quantify value: "If we save 10 hours/week and your team costs $50/hour, that's $26K/year." Make business cases specific to the customer's data. Quantified value justifies price and accelerates decisions.
4 Step 4: Use role-play and call reviews to practice value messaging
Step 4: Use role-play and call reviews to practice value messaging
Don't just tell reps to sell value—show them how. Role-play discovery calls and demos. Review recorded calls and highlight where reps talked features vs. value. Coaching and practice build muscle memory. Great messaging requires repetition.
Lessonly (by Seismic)
Sales training platform with practice scenarios and role-plays
5 Step 5: Create customer stories and case studies for every use case
Step 5: Create customer stories and case studies for every use case
Stories stick better than features. "Company X reduced churn by 15% in 6 months" is more compelling than "We have advanced analytics." Map case studies to personas and use cases. Reps should have a relevant story for every prospect type.
6 Step 6: Teach competitive positioning based on value, not feature wars
Step 6: Teach competitive positioning based on value, not feature wars
Don't compete on feature checklists. Compete on outcomes: "While Competitor A focuses on reporting, we focus on driving action that reduces churn." Differentiate on the business results you deliver. Help reps position against competitors without sounding defensive.
7 Step 7: Reinforce value selling in onboarding and ongoing training
Step 7: Reinforce value selling in onboarding and ongoing training
Make value selling core to new hire onboarding. Include it in product training, sales methodology, and messaging workshops. Refresh quarterly with new case studies and market insights. Value selling is a muscle—it atrophies without practice.
