A Seller’s offering or product is about creating substantive value.
Sales, in contrast, is about creating perception of value.
Value is objective and unbiased, derived from the outcomes Seller’s product and features create. But value can only be ascertained after a sale.
Perception of Value is our fill-in when objectivity and certainty are not possible. In sales, it's the narrative Buyer believes about their business needs and how Seller fits in. It reflects Buyer’s perspectives, emotions and desires. Like all perceptions, it’s subject to change.
Every Seller has a choice:
They can focus on their product, and their value, and hope the perceived value fits within the market narrative about Seller.
Or, Seller can focus on influencing the narrative Buyer believes and positioning Seller’s product as helping ensure that story comes true.
Control your narrative or be controlled by your market narrative.
