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How to Increase Sales with Value-based Selling w/ Julie Thomas [Episode 251]

Julie and I discuss defining what value is in sales, how to establish value in the prospect’s mind, how creating value in the sales process is challenged by technology and automation and the four dimensions of qualifying a prospect.

President and CEO of ValueSelling Associates, Julie Thomas, is a noted speaker, consultant and author of ValueSelling: Driving Up Sales One Conversation At A Time.


More about Julie and how she got her start in sales as an Inside Sales rep back in the 80’s.

Defining what value is in sales. Julie highlights how to establish value in the prospect’s mind.

To establish value in the prospect’s mind, management needs to make sure sales reps understand how the buyer is going to answer the question: Is it worth it?

The two components of value; why personal value outweighs business value and the role of emotions in decision making.

How technology and automation create challenges for providing value in the sales process.

The 8 steps in Julie’s ValueSelling Framework.

The 4 dimensions of qualifying prospects―Value, Need, Power, and Timeline.

Julie’s thoughts on why many sales reps are not focused on the value realization.


What’s your most powerful sales attribute?

My confidence and experience.

Who is your sales role model?

My father.

What’s one book every salesperson should read?

Everyone’s a Coach: Five Business Secrets for High Performance Coaching Paperback, by Don Shula

What music is on your playlist right now?

Billy Joel, Pop Country such as Brad Paisley, Kenny Chesney, Carrie Underwood, Garth Brooks.