Chapter 3: Receiving Value

Overview

You and customers need only one thing in common to make sales happen: You both must be able to achieve their goals. When you help customers to achieve goals that produce expected value for them, you complete half your mission. You complete the other half when customers compensate you for providing that value.

This chapter crystallizes how customers think about receiving value by explaining:

• How the differences between needs and goals affect value

• How goals choose customers

• How customers assign value to goals

• How customers make their goals measurable

• How Market Profile sheets highlight the ways your products help customers achieve their goals and receive value

Note

Terms such as suspects or prospects are not used to describe potential buyers, only the word customers. Everyone is somebody's customer, and the only question is: "Does it make sense for him or her to be yours?"