Sales Effectiveness is super-relevant for the Executive Suite and Board of Directors because there is no more significant way to impact an organization’s financial performance than by improving Sales Effectiveness. And there is no more significant way to impact Sales Effectiveness than by “Value Selling”.
That’s a pretty big claim, and I want to provide a research data point to substantiate it. Harvard Business Review’s analysis of 3 “levers” vividly illustrates, and substantiates, this claim:
While Sales Effectiveness is a meaningful avenue to “Increase Sales Volume”, it is NOT an avenue to “Decrease Discount”. That is the near exclusive domain of Value Selling. By the way, Value Selling impacts and enhances virtually every area of Sales Effectiveness. Value Selling is the avenue to both “Increase Sales Volume” and “Decrease Discount”.