All That 'Value Building' Is a Waste of a Sales Pro's Time
Intel Brief
If Marketing is doing its job, problem-aware buyers already have the value baked in — they don't need a 45-minute monologue, they need clarity on two things.
Zach Brown
Founder, Sales Pipeline Pros
Operator Note
All the “value” the gooroos say you have to build (i.e. manufacture) before someone will buy…is one of the biggest wastes of a sales pro’s time.
Why?
Because if Marketing is doing its job of bringing in the right people at the right time, educating them properly, and aggressively DQ’ing the wrong fits, problem-aware buyers ALREADY have the “value” baked in.
The pain’s been marinating for months, maybe even years.
People with real problems that they want solved have been typically dealing with said problem for a hot minute (I’m not talking about tire-kickers here).
They didn’t just “one day” randomly decide to click your ad.
So by the time they DO hit your calendar, they don’t need a 45-minute value monologue.
They need clarity on 2 main things:
“Does this actually fix MY version of the problem?”
“And do I trust YOU specifically to walk me through it?”
That’s it.
Everything else is just Casino noise the industry invented to justify mass extraction of your hard-earned commission with more talk tracks, longer calls, and bigger training packages.
Written by Zach Brown
1,100+ hires placed. 300 founders. Five years of reading people for a living. Need a sales hire?
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