Three Modes of Sales: Value, Technical, Relationship

What if the way I’ve always thought about sales isn’t the only way… or even the right way? I’ve been reflecting on some conversations I’ve had recently and realized that there are really three modes of sales, not one.

I’ve always focused on one sales mode: selling value.

In this mode, reps don’t spend their time talking about what the product does. That’s easy to find out online.

The main question is: Is it worth buying?

The role of the salesperson is to uncover needs, connect the solution to those needs, and help build the business case for a purchase.

That makes a lot of sense for SaaS products. Most SaaS products aren’t producing nuclear fusion or sending people to Mars, they’re helping companies be more efficient.

So the questions on buyer’s minds are things like:

How big is the efficiency gain?

Why is it better than what we do now?

Is it better than alternative products?

But what if your product is doing the equivalent of nuclear fusion or sending people to mars, something that pushes the boundaries of what’s possible?

Then the question is: Can the product actually do what you say it does?

We all agree that fusion would be amazing (maybe going to Mars is less clear); the issue is whether you can deliver.

This isn’t a value sale. It’s a technical sale.

Understand my architecture. Design a custom solution. Prove that it works.

If you can do that, I’ll buy it.

And there’s a third kind of sale out there: The relationship sale.

Imagine that you’re a financial advisor. What differentiates you from other advisors or from index funds?

Yes, I’m sure you’re fantastic. Totally different from other advisors.

But a big part of what makes your business work is relationships. Your clients feel comfortable talking to you about big financial decisions that have a massive impact on them and their families.

When you give advice, they trust it.

Partly that’s expertise. But a lot comes down to the relationship.

So it’s a relationship sale, not a value sale or a technical sale.

Of course, every sale in every context involves at least a little of all three of these sales modes.

But context matters a lot.

In some contexts, one mode of sales dominates. In another context, a different mode dominates.

So which mode are you best at?

Are you in a role where that mode is the mode that drives success?

How can you get even better at the mode that most fits your talents and your personality?

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If you liked this article, have a look at our piece on the Affirm - Ask - Benefit Framework to see how to keep the sales process moving forward. You can also check out the P.S.I. Selling Content Page for more insights on sales communication, strategy, and leadership.

Want to build a sales process that proves value and a team that can execute? Get in touch.

For more about the author, check out Mike's bio.