I got an email today for a sales seminar that started with a quote by Stephen Heiman, famous for Miller-Heiman Strategic Selling. While it was not one of their seminars, the quote was attributed to him. The quote: “Over 65% of sales opportunities are lost due to the sales team’s inability to develop and sell perceived value.” Probably a true statement. However, the implication that this is a Sales problem is my issue.
Value definition is a Marketing responsibility. As I outline in my book, The Secret To Selling More, expecting Sales to define the core Value Proposition is incorrect thinking and dooms too many companies to insufficient sales. If this could be fixed with sales training, it would have been fixed a long time ago.