VALUE MINDSET The Value-Selling Mindset BY HENRY CANADAY


Value selling is no longer simply a tactic for salespeople to use with prospects. As McKinsey Partner Michael Harney explained to Gerhard Gschwandtner on Selling Power TV, it must become a corporate mindset in which all eyes are focused on the customer and on the data that flow from all customer interactions across all channels. Companies that do this well can reap dramatic gains.


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Harney’s portrait of this new kind of sales comes from the McKinsey B2B Pulse surveys, conducted since 2016, of 21,000 decision makers in a wide variety of industries. It comes especially from the latest Pulse, which questioned 3,500 execs in 12 markets. “It’s clear in the last two years B2B has sprinted


to completely change and rewire their organisms,” Harney stresses. “They are much more focused on customers.”


The challenges of the new sales methods are such


that only about half of current reps can handle them, according to McKinsey’s conversations with 400 sales leaders. “The amount of change is staggering, and many see it as daunting,” Harney acknowledges. Yet rewards can also be stunning. Harney


estimates that companies transforming themselves well enjoy four to five times higher growth. “The ROI is there.”


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