In solution selling it is very difficult to interpret the value. In last two decades, most solution sellers have facilitated the idea that value can win over price but they often decide value from their own perspective rather that customer’s. Many sales representatives even try to convince the customer of the value in order to justify a higher price.
Top performing solution sellers need to define value from customer’s point of view. They then use this customer’s defined value to design a combination of performance and price to offer customer exactly they need to succeed. However, in solution selling the only definition of value that matters is a value from customer’s perspective. To think value through customer’s point of view, solution selling training needs to understand the relationship between performance and price. To understand this relationship, go through In Solution Selling, Who Determines Value?