Module 9: The Value Selling Approach

Communicate the Value of Service Throughout the Organization

Once you have calculated the ROI for technical support services for your customer and have quantified the value of services into financial terms, your next step within the Value Selling Approach is to position the value of services appropriately to key individuals within your customer’s organization. Because value is a subjective assessment, the perceived value of services will vary for each person within an organization.

For example, the value of service in a CFO’s eyes is going to be different than the value of service seen through the eyes of a CIO that you may have more exposure to on a day-to-day basis.

To make the value of services more visible, it is important to use value statements that are relevant to the business function and organizational level of each person to whom you are speaking. Through your initial mapping of service offerings to the customer’s business and network objectives, you also will have a more accurate understanding of the customer’s challenges at various levels within the organization.

This information will help you develop positioning statements or messages that are appropriate to the needs of each strategic individual that you may need to meet with in the customer’s organization.

The table below identifies various key drivers, goals, and issues that you should keep in mind when positioning the value of technical support services to various types of executives within your customers’ organizations.

	Executive				Goals
	CFO				Cost reduction   Achieving revenue targets   Investment decisions (lease vs. purchase, outsource vs. in-house, depreciation)   Improve productivity, efficiency, infrastructure
	CIO				Knowledge transfer   Cost reduction   Increase network availability   Effective, faster implementations   Achieve performance targets   Increase network security   Increase productivity of staff   Life cycle management   Strength infrastructure and business enablement
	VP Operations				Improve core network performance   Improve customer service   Execute industry best practices   Increase productivity of staff   Cost reduction   Achieve performance target
	VP Engineering				Shorter and improved deployment cycle   Improve core network performance/application productivity   Life cycle management   Reduce technology insertion risks   Increase productivity of staff   Integrate best practices   Reduce IT resource vulnerability

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