Ad Sales Training Nation Selling Value to Advertisers Fixated on Price with Sales Training Coach Ryan Dohrn
Sep 28, 2024
The discussion kicks off with the importance of value-based selling in a crowded market. A three-step process is presented to showcase product benefits effectively. The integration of AI tools in the sales realm is explored, emphasizing the balance between technology and human touch. Finally, the episode dives into creative ways to engage clients, including the power of question-marked subject lines in emails to boost interest and the need for fresh, value-driven content in sales communication.
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Episode notes
Three-Step Value-Based Selling
- Always sell features, bridge to value, then explain benefits clearly.
- Never leave the customer to paint the value picture themselves.
Washing Machine Spin Cycle Example
- Ryan used a washing machine's spin cycle feature to illustrate value selling.
- He linked it to benefits like less drying time, fewer wrinkles, and energy savings.
Map Features to Benefits
- Write out your features, bridge statements, and concrete benefits on paper.
- Clarify what the customer truly pays for beyond just the feature itself.
