Understanding the 'Value Mystery' and Get Paid of What It’s Worth with Mike Wilkinson

<p><strong>Mike Wilkinso</strong>n is called 'The Value Selling Expert' and he helps Sales Directors/VPs and sales teams understand customer value and get paid what they're worth.</p> <p>In this episode, Mike shares how you need to get to the generic issues of the business first, document and understand what the company faces so you know how and where to add value, and ultimately defend your pricing.</p> <p> </p> <p><strong>Why you have to check out today's podcast:</strong></p> <ul> <li>Learn how to solve the 'value mystery', so both customer and seller discover how much value there is going to be</li> <li>Find out why salespeople should need to have business acumen, so you understand how your customer's business works and know where to look for value</li> <li>Discover the right approach to the ROI calculator, so you know where you add value</li> </ul> <p> </p> <p align="center"><strong>"Don't apologize for your pricing. Be proud of it and look for the value. Don't discount first. Value first. Then think about if you need to discount."</strong></p> <p align="center"><em>- Mike Wilkinson</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:59 - Sharing his thoughts on an ROI calculator gap being pointed out</p> <p>03:33 - What for Mike is 'Value Discovery Conversation"</p> <p>05:01 - Value is a mystery</p> <p>06:06 - Why salespeople have to understand what business acumen is</p> <p>07:02 - How to make value conversations better</p> <p>09:24 - Big gap between expectation and reality</p> <p>11:12 - Addressing a 'which one' decision scenario</p> <p>12:27 - What's the biggest differentiator when there are no other differentiators</p> <p>15:07 - Talking about ROI of the differentiation</p> <p>16:19 - What truly is differentiation</p> <p>17:48 - Talking about the concept of 'generic issues'</p> <p>20:18 - Salespeople operating on a 'rat-up-a-drain-pipe' selling</p> <p>22:38 - How to let customers perceive something to be a real priority</p> <p>24:16 - A great way to build up the perception of pain</p> <p>25: