Two popular methodologies are value selling and outcome-based selling, each with its unique emphasis and techniques. However, as the landscape evolves, integrating these approaches into a cohesive strategy is a core focus area. This is where the concept of “Value Storytelling,” plays a transformative role in bridging value selling and outcome-based selling. Value Storytelling not only addresses the intrinsic benefits of a product but also emphasizes the ultimate outcomes. This weaves a narrative that covers all bases—from addressing customer pain points to achieving their broader organizational goals.

As we venture deeper into the principles of value selling—a methodology that prioritizes delivering superior value to customers—the indispensable role of human touch becomes evident. Here’s an exploration of how the human element in value selling transcends AI, particularly in fostering trust, nurturing connections, and guiding customers through complex decisions.

When the executive leadership team takes a methodical approach to bring value to the center of all GTM messaging, it yields transformational results. Value storytelling encompasses the insights and outcomes that value engineering typically provides and weaves them into a narrative that resonates on a more personal and emotional level with potential customers.

Drawing insights from Dan Pink’s enlightening work, “To Sell Is Human,” it becomes clear that the art of value selling extends far beyond the confines of a sales call and into the very fabric of our daily lives. Pink’s exploration into the transformative nature of selling in the modern age offers a compelling argument for viewing value selling not just as a work skill but as a fundamental life skill.

The voyage toward value selling excellence is guided by executive buy-in. Just as a lighthouse guides ships through dangerous waters, executive sponsorship sets the direction for the organizational journey. This endorsement ensures that value selling is a shared strategy, engaging every department from customer success, sales, sales engineering, and marketing to product development. These stakeholders are often the CEO, CRO, CMO, COO and CFO.

As we are honing our craft in the world of value selling, we often focus on the mechanics of communication—what to say, when to say it, and how to say it, but the art of authentic communication is more than just words. It’s not just about the script or the pitch; it’s about bringing your genuine self to the forefront and connecting with people on a deeper level, rooted in shared beliefs and genuine curiosity.

As an AI solution provider and sales, marketing and customer success leader, what is the number one barrier to growth success? It is not a lack of talent or concerns over data governance, but a lack of business value clarity. Checkout the Gartner research and how to best overcome this barrier.