E15: Value is a Mystery: What Does Value Really Mean to Your Customer? - Michael Wilkinson

Описание: What does value really mean in sales?

Is it price, quality, or something deeper? In this episode of the Selling’s Creative Podcast, Brad Eather sits down with Michael Wilkinson, international sales expert and co-author of The Value Challenge, to uncover why “value is a mystery”—and why solving it is every salesperson’s true role.

Michael shares the seven challenges of value, breaks down the value triad (revenue gain, cost reduction, emotional connection), and explores the five stages of the value sales process. Together, they reveal how trust, curiosity, and emotional connection can turn sales from a transaction into a collaborative journey.

As Michael says: “Until we understand what our customers see as valuable, we can only guess. Our job as salespeople is to solve the value mystery.”

🎧 Tune in to discover how to define, communicate, and deliver value without discounting—and why the future of sales depends on curiosity and creativity.

Connect with Michael Wilkinson
www.axiavalue.com
  / mikewilkinson-thevalueexpert  

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