Stop selling features. Start selling benefits. Once solid advice.

The idea was that what buyers were really interested in was the (positive) result you could get them - not the bells and whistles of your product. But in today’s environment of complex buying cycles, risk-averse behavior and increasing complexity in how decisions are made, is selling benefits really still the best approach ? RAIN Group’s latest research suggests otherwise - one of the TOP-10 factors that (700) B2B buyers say makes them buy from firm A over firm B is that the “overall value from the company is superior to other options”.

But what is “value” ? What are its components ? And how do you measure it ?

In this interview with Mike Genstil, CEO of Visualize ROI, we sit down to talk about why selling benefits is no longer enough - and how to quantify the often elusive concept of “value”.

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