Father’s Day is on Sunday, a time to celebrate the men who’ve shaped us—not just through words, but through actions that demonstrate lasting value. The best fathers don’t just tell us what matters—they show us, consistently investing time, energy, and care in ways that often go far beyond what’s seen on the surface. That is certainly the case for my husband, Mike, and my brother, Mike Powell. 

In this way, fathers show us the heart of a sales concept I want to discuss today: value selling. Value selling is not about pushing a product or service, but about clearly showing the deeper benefit, the long-term impact, and the trust that comes with delivering real solutions.

As a business coach, I often remind clients that great selling isn’t about flashy features—it’s about understanding what truly matters to your client and speaking to that. This Father’s Day, let’s take a moment to appreciate the value-driven mindset of great dads, and explore how those same principles can elevate your sales approach.

What is value selling?

Value selling is selling the value and the benefit of your product or service to your customer. If a prospective customer perceives that they will get a lot of benefit for the price they pay, then they will consider your product or service to be high in value.

According to this business philosophy, customers buy your product or service because they look forward to enjoying a benefit that they wouldn’t have without investing in it.

I’m a strong believer that people don’t buy products and services; they buy the benefits that the product or service will give them.

By showcasing the value of your services, the price becomes increasingly less important. If you don’t focus on value, all that’s left to talk about is price.

For example, let’s say you’re a professional organizer. Value selling in this case would involve sharing the benefits of an organized home. A decluttered home reduces stress, increases a sense of calm, and allows for more time to enjoy your home, friends, and family. To “value sell” your organizing services, you must paint a picture of how life is transformed when clutter is removed from the home by an expert.

If you want to boost sales, it’s critical that you show your prospective customers how they will benefit from your unique product or service.

How will it help them? How will it empower them to reach their goals and solve their problems?

Here are 3 practical action steps you can take to sell value instead of price, and close more sales in 2025:

Step 1: Identify Your Customer

The first action step you need to take is to determine who is most likely to purchase your product today. That’s your target market. You need to understand who your customer is in order to determine what they value. What age range do they fall into? What is their annual income? How educated are they? What are their interests?

Answering these basic questions is the simple, yet fundamental first step in the process of value selling. Get as specific as possible, so you have a crystal clear vision in mind of who your customer is and what they value.

Step 2: Get Beneath the Surface

The next step is to make sure you have a clear understanding of your target customer’s problems and goals. By identifying the challenges they face and the goals they want to achieve, you can position your service as the solution.

If you want to make the sale, you need to clearly communicate how your service will solve their problems and improve their life in some way. You can be sure of one thing: if your service isn’t solving a problem, you’ll have a hard time closing sales even if your pricing is fair.

Step 3: Know Your Value Points

Now that you’ve identified your customers’ problems, make a comprehensive list of all the ways your service benefits them and the ways that it will solve their problems. The more solutions and benefits you can demonstrate to your prospective customer, the less likely they will be to deny that your service will solve their problem.

In my decades of in-the-trenches direct sales experience, I have learned the power of value selling firsthand. Competing on price is not only frustrating and demoralizing, but downright ineffective.

If you want to increase your closing ratio with less stress and without compromising on price, you need to master the skill of value selling.

At Celeste Giordano Coaching, I work with entrepreneurs and sales teams teaching them proven strategies designed to help them close more sales, boost profitability, and achieve greater work life balance. Value selling is a skill I have mastered and I’m committed to helping my clients do the same.

Ready to “double plus” your income in 2025? Contact me today.

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus™” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with more than 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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