Does your message reflect the buyer's definition of value? Are you acting from a customer value focus? Buyers want to feel that you understand their definition of value and have a solution that reflects their priorities. This is customer-oriented selling at its best. Consider this: It's their problem, it's their money, and it's a solution with which they must live. Your solution should reflect their definition of value. A fundamental value-added selling principle is that the sale is more about the customer than the seller.

Use analogies. The analogy is powerful because adults act on precedent. They process information quickly and effectively when new messages reflect what they already know. By using an analogy, you ask buyers to make decisions similar to ones they have already made. Their new decisions are consistent with what they've done in the past.

Look for some other area in the buyer's company where he or she has made a buying decision similar to what you're proposing. Use the buyer's previous behavior as justification for acting on your suggestion. It greases the skids for moving forward with your idea. If you sell an MRO type of product for use in a value-added, high-quality application, refer to the application as part of your justification.

Use buyer buzzwords of value. Every buyer has a unique way of describing what he or she wants in a solution. Listen carefully to the exact wording that he or she uses, and use this wording in your presentation. Infuse your sales vocabulary with the buyer's terminology. This reduces the psychological distance between you and the buyer because you're speaking the same language.

Sell to their total needs. The reality of business-to-business selling is that more than one department may be involved in the decision process. Cover yourself on all bases. Sell to the logistics buyers, the users and influencers, and the high-level decision makers. Present your solution in a way that all departments will see the potential benefit of working with you: Your total solution meets their total needs.

Your ability to move from one level of decision maker to another and from one department to another affects your success. You must develop this flexibility to reach your full potential in sales.

Customize. Study your buyer's promotional literature, and visit his Web site, too. Identify common themes, and fill your presentation with these messages. Following your buyer's communications path is a strong message of parallel thinking. Your company operates much the same way as his or her company operates. Companies with similar philosophies should do business with each other, shouldn't they? Birds of a feather flock together. How can the buyer reject your offer when it mirrors his or her thinking and promotional themes? To charge value-added prices or fees, you must customize. Buyers will not pay higher prices for generic solutions.