Sales Bits: The Evolution of Value
- Denny
- May 31
- 2 min read
As markets evolve, so must the way we serve. In this Sales Bit, Denny reflects on the shift from product-driven sales to a consultative approach: where understanding, adaptability, and value creation define success.
From Denny Vander Molen, President of Vermeer MidSouth and Founder and CEO of Jackson Endeavors:
Our business has changed a lot over the years in terms of our product and service offerings. What is interesting to watch is how the business has changed from a product-driven company that focused on features and benefits to one that focuses on collaborative or consultative impact.
"Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service." — Brian Tracy
Learning sales for me goes back to the eighties. Product was king! Features and benefits differentiated us from the other guys. It was the "secret sauce" for the sale's culmination. Trade shows and sales calls for the hay baler conversations focused on how our product differentiated itself from the competition. You could see it and feel it; a demonstration would often seal the deal.
Breaking into a new market for the industrial products we have today continued much the same way. How did we differentiate our product with certain features, innovation, and productivity?
The Shift in the Value Stream
Today's sales leaders are challenged by a clientele that understands markets, job-site demands, and the product before we ever set foot at their front door. So much can be learned from the internet; customers know our reputation before they need our products or services. It is the day and time when prospective investors in Vermeer know what they need to succeed.
Becoming a consultative agent for Vermeer MidSouth is now our secret sauce. Understanding markets, job-site demands, and potential solutions is in high demand in today’s business climate. The delivery of resources at your fingertips—with service, parts, competitiveness, applications, training, and professionalism—will add value to all parties in the value stream.
The Challenge: Adapting to Support
Understanding our deliverables can make a difference to our customers. How will we adapt to our current climate? What needs to be learned to offer the next level of support to those we serve? Could our deliverables be improved in terms of uptime, sound advice, or other problem-solving?
This week, evaluate one skill that could be learned that could make a difference for the customers you serve. * What would it be for you? What would it be for the team?
"Each of you should use whatever gift you have received to serve others, as faithful stewards." — I Peter 4:10
The Measure of Success
Measure your success by the impact you have on others! It will be best served by the wisdom you have built over time, including knowing your territory, the job-site challenges, and the customer's expectations.
Is there a sales champion who can serve as a resource for you this week?
Let’s use our gifts, share our wisdom, and stay focused on the success of those we serve.
Have a great sales week!
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