Selling complex tools to large clients was never easy. Today’s market makes it even harder.  Feature lists don’t cut it anymore – buyers want proof of value before they commit. Here’s my playbook after building’s sales team from scratch, honed from experience selling into some of the biggest organizations out there.

Read our blog post on writing an email 

The Shift: From Pushing Features to Proving Value was built with value in mind. That made my job easier, but even companies lacking this headstart can win by adopting these 4 core principles:

  1. Product Mastery: This isn’t optional. You MUST know every feature’s purpose, not just what it does.
  2. Need Comes First: What pain point brought them to you? What solution, even a poor one, are they using now?
  3. Translate to Value: Example: A workload feature isn’t about pretty charts, it’s about preventing burnout and improving team efficiency.
  4. Learn From Real Users: Your best case studies aren’t yours, they’re your customers’. How did your product change their lives?

Read our blog post on How to write a professional email offering services

The 5 Steps to Execute on Value

Theory is great, but execution is where it gets real.  Here’s the process I teach my reps:

  1. Baseline: What’s the client’s MINIMUM need they absolutely have to solve? Deliver on this flawlessly before thinking bigger.
  2. Context is King: Who else is impacted by this solution? Questions like “How does work get to your team?” reveal hidden stakeholders.
  3. Seed New Use Cases: Once trust is earned, offer 15 mins to show quick-win solutions in other areas. Demo something easy, relatable (hiring, onboarding, etc.).
  4. Earn the Intro: ONLY when they’re already seeing value do you say, “Love how our CRM helped. Think your Head of Marketing might want to see it too?”
  5. Go Enterprise-Wide: Once you have buy-in from a few departments, approach IT or the CTO for formal approval. Now the tool is company-standard.

Read our blog post on KIndly Regards 

Why Slowing Down is the FASTEST Way to Grow

The hardest thing to teach reps is to take their foot off the gas.  In value-selling, you’re a consultant first, a salesperson second. This means:

  • Deep Discovery: Rushing to the demo stage is where feature-selling takes hold. Fight that urge!
  • Long-Game Mentality: Every interaction must prove “I’m here to make YOU successful, not just close this deal.” That’s how you create loyalty

Key Takeaways

  • Product knowledge is power. It’s not enough to just parrot features. You have to understand the WHY behind them..
  • Listen, then tailor: A generic pitch is a dead pitch. Their specific pain points are your sales roadmap
  • Trust opens doors: When the client sees you as a partner, introductions to other departments flow naturally. That’s worth way more than a cold email.

Want more?  Let’s talk about how this approach can transform your sales results and what tweaks might be needed for your unique situation.

Read our blog post on how to ask for update in email


Please enter your comment!
Please enter your name here