Communicating Value

WRITTEN May 14, 2020 Author: Rich Atkins

Sales 101 – Value, Benefits, or Results Statements

The value lies in the benefits that the buyer gets.

Some people may not realize why they buy “things.” Yes, it’s true. They THINK they’re only purchasing a thing, but they’re REALLY buying what the item can do for them.

Consumers aren’t always aware that the most important aspect of their acquisition is the result that their desired article can bring to them – its value. They may only be caught up in the features. What’s more important is the benefits (or results, or value) that they will get from it.

Take, for example, a protective case for a mobile phone. People may THINK that they want to buy the case—the item—but they don’t! They want their phone to be protected from damage in case it is dropped. The plastic covering for the phone will provide that.

THE REALITY: They didn’t truly want to buy the case, but they saw the value of the protection it can give, so they bought it.

To make this even clearer, think about if you were buying an air conditioner for a room. You want to be cool on a hot day. What you’re really buying is “the cool,” not the actual item, the air conditioner. People who buy drills want the holes, not the drill.

Individuals want the value, result, or benefit that an item can bring, and it will be apparent to them if you are successfully communicating value.

To learn more about Value (Result) Statements, take a look at your resume. Most people have transaction-based resumes. In other words, the bullets down each job description are simple transactions that don’t identify what results the company got because of that action. Value Statements must include the results or benefits that the item or action brings to a person or organization. Here’s an example of some job description bullets from a resume. Take a look at the before and after:


  • Oversaw customer experience on sales floor
  • Analyzed customer feedback and coached associates to selling behaviors
  • Supported, demonstrated and coached selling behaviors


  • Observed and mentored associates, inspiring them to take ownership of job responsibilities as well as take initiative to increase customer satisfaction.
  • Engaged employees in performance management sessions to communicate new ideas and clarify standing policies, ensuring employee compliance and productivity.
  • Analyzed corporate business reports to strategize and develop in-store efficiency.

Do you see how the AFTER bullets really talk about results that the company got as a result of the efforts by the manager? The actions in both lists are the same, but communicating the value of them in terms of results makes them stronger and more attractive.

For Leaders

When leading people, praise your reports using Value Statements. Let them know the benefits that they provide to the customer, department, or organization. Consider the results that each person in your organization brings. Communicate value and let them know how much you esteem the work they do.


·         Organizational progress depends on staff motivation.

·         To get employees to invest in the job and go the extra mile, they need to feel valued.

Manage people effectively – praise them for their contributions using Value Statements (which include the results or benefits that their action brought).

It doesn’t matter if you are promoting a service, selling a product, selling your skills in your résumé, or even praising your employees – When you are communicating value, the buyer will see the benefits and you will get the desired results.

This information is from the Improving Communications Selling Skills and Leadership curriculums. If you’re looking for ways to improve your overall communication skills, register for one of our upcoming trainings.

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