Building the Business Case with Dick Thomas

Dick Thomas is a sales consultant and founder of RW Consulting.
He has over 25 years of experience in sales and has sold the
largest deals in the history of four different companies.


In this conversation with John McMahon, Dick Thomas emphasizes
the importance of quantifying the value a solution brings to a
customer in order to drive bigger deals. He talks about how
salespeople can differentiate themselves and gain access to
higher levels in an organization by focusing on solving business
problems and showcasing the value of the solution. Thomas
outlines four major components of selling business value: the
value pyramid, gold miner discovery, value-based demo, and the
business case ROI model. These strategies equip salespeople with
an unfair competitive advantage and position them as trusted
business partners for their customers. Tune in to this episode of
Revenue Builders for specific strategies, real-life anecdotes and
inspiration on selling on business value.


HERE ARE SOME KEY SECTIONS TO CHECK OUT


[00:03:00] Importance of quantifying the value of a solution


[00:06:11] Breakdown of the major components of selling business
value


[00:06:35] Value pyramid and its importance in understanding the
prospect's business


[00:08:46] How to build a value pyramid and prioritize prospects


[00:11:24] Where to find information for the value pyramid


[00:15:19] Importance of gold miner discovery in uncovering pain
points


[00:34:14] How to get the customer to discuss pain points


[00:36:46] The value of a value-based demo


[00:40:56] Importance of the business case and ROI model


[00:46:08] Difference between operational value and business
impact


[00:56:03] Unfair competitive advantage from building value
pyramids


[00:56:12] Differentiation as a business partner and dealing with
procurement


[00:57:13] Negotiating discounts and preserving solution
functionality


HIGHLIGHT QUOTES


[00:06:11] Dick Thomas: “There's four major components [people
need to go into selling business value]. One is the value
pyramid. That's where you gain a deep understanding of prospects'
business. The second, I call it gold miner discovery because it's
like swinging a pick and you got to discover down to annualized
dollars. The third is a value based demo, which is an interesting
methodology to discover and quantify value during the demo itself
and actually confirm it with the customer and the last is the
business case ROI model, comprehensive business case with an ROI
model.”


[00:55:27] John McMahon: “That's how they sold in the future.
They weren't just doing demos to do demos. They weren't just
getting meetings to get meetings. They were doing value pyramids
everywhere they went. In fact, I remember going to a meeting in
London and the team did such an effective job of discovery and
building the value pyramid that one customer in the room banged
his fist on the table and said, ‘where did you get this type of
information?’”


Learn more about Dick Thomas through this link.
LinkedIn: https://www.linkedin.com/in/dick-thomas-15a01112/


Website: 


https://www.rwtsalesconsulting.com/