Customers Don't Want to be Sold, They Want You to Help Them Buy: Salespeople's Role in Value Co-Creation with Duane Dufault

<p><strong>Duane Dufault</strong> is currently a Fractional CRO at <a href="https://www.forward.id/">Forward</a> and is a Strategic Advisor at <a href="https://www.allgeo.com/">Abaqus Inc.</a> Before this, he was Fractional VP of Sales at <a href= "https://www.linkedin.com/company/the-rocked-company-inc">The RockED Company Inc</a>. Duane is a dad of four lovely daughters.</p> <p>In this episode, Duane shares the power behind having all departments in a company understand value in order to help the customer see and understand value as well in accordance with their reasons for buying a product.</p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Discover why it’s important for you to teach your sales reps to unpack value and not create it</li> <li>Find out why it’s a must for you to help people understand what it is that they’re actually paying for upon purchasing your product</li> <li>Understand the reason behind having clients voice out their problem and a salesperson being able to connect the product as a solution to what a client needs to be solved</li> </ul> <p> </p> <p align="center"><strong>“Just make it easy, seriously. The easier you can make it for people to figure out the pricing on your product, the easier it is for them to buy. Simple.”</strong><strong> </strong></p> <p align="center"><em>– Duane Dufault</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:15 – The connection between Duane’s role and pricing</p> <p>02:14 – That time when Duane realized the immense need for product management to focus on pricing</p> <p>05:26 – Talking about the similarities and differences of product marketing and sales roles</p> <p>09:50 – Should salespeople have the authority when it comes to pricing?</p> <p>14:36 – Why salespeople need to unpack value, not create it</p> <p>17:12 – Reminiscing Mark’s first few years as a salesperson</p> <p>18:42 – Making a difference in the market in relation to value and what the customer’s needs are</p> <p>23:08 – The difference betwee