Resist the Itch to Pitch™ — and Sell More

Sellers often misunderstand the true purpose of an interaction with their buyers and thus miss the mark. They sign into a video call or step into a conference room and start in on a rehearsed pitch. They solely push a “proposition” communicating the solution offering and very little about what outcomes the solution delivers to the buyer. More times than not they fail to even mention how this helps solve the buyer’s current challenges. A pitch with a value proposition lacking any value is simply a proposition — and often a failed one at that.

All this amounts to dissatisfied buyers. In fact, according to Forrester research, only 8% of B2B buyers believe sellers are focused on delivering a valuable outcome, while 92% of buyers feel sellers prioritize their own interests over the buyer’s needs.

The best sellers knows how to resist the itch to pitch their solutions — and earn the right to serve their buyers.

GIVE YOUR BUYERS MORE VALUE

What buyers desire from their interaction with sellers is simple: value. They want the conversation to center around their struggles, aspirations and a clear path to overcome challenges. Yet, too often, buyers are left unsatisfied by sellers who fail to listen and truly understand their needs.

For sellers, this should be a wake-up call. A DemandGen report found that 56% of buyers rate their purchasing experience as “less than satisfied.” Buyers who feel understood and valued are more likely to take action and deepen their relationship with sellers over time. Sellers who succeed in creating value start by understanding the buyer’s problems, the impact on their business and their desired outcomes. These sellers then craft a vision for how their solution can uniquely deliver the desired results.

Your key takeaway? Listen. Become an expert on your buyer and their needs before connecting the dots to your solution. And explore upping the ante of your value proposition with a value calculator.

BECOME YOUR BUYERS’ TRUSTED ADVISOR

Sellers who prioritize their own agenda over the buyer’s needs are on borrowed time. This disconnect is evident in LinkedIn’s survey of over 7,500 B2B buyers worldwide. The results revealed a troubling gap in perception: 65% of sellers claimed they always put the buyer first, yet only 23% of buyers agreed. This mismatch highlights the critical importance of building trust and focusing on the buyer first and foremost.

Leading salespeople serve as trusted advisors. They perform thorough discovery, diving deep into the buyer’s unique challenges and objectives. They resist the temptation to prematurely pitch their solution and instead focus on understanding the prospect’s current status quo and where they want to go. Only after gaining this understanding do they propose a tailored solution that addresses the buyer’s specific problems and enables them to achieve their business goals. This is the essence of delivering value.

What can you do with these insights? Help your salespeople become trusted advisors by embracing the Seek to Serve, Not to Sell® value selling philosophy.

BUILD A PROPOSITION WITH VALUE

Encouraging your sales team to adopt a “Seek to Serve™” mindset can transform their approach and the number of sales deals they can win. When sellers master the art of discovery and prioritize the buyer’s needs, they earn the right to pitch a solution that resonates. This approach not only improves the buyer’s experience, but also boosts the seller’s chances of closing deals and fostering long-term partnerships.

Empower your teams with the skills and strategies needed to succeed in today’s buyer-centric landscape. By emphasizing discovery, listening, and value-driven solutions, your organization can bridge the gap between buyer expectations and seller performance.

Are you ready to help your sales force resist the itch to pitch? Download the Revenue Accelerator cheat-sheet today for the expert framework to empower your team to deliver true value — and achieve sustainable revenue success.