CHICAGO — RX has championed a value-based selling approach for its salons, with teams having a deep understanding of their customers to identify their needs and wants, then making sales to meet those needs.
“Value-based selling is about knowing and understanding each customer’s business and goals, and then crafting a solution that will help them achieve their specific goals,” said Indiya Okam, group vice president of sales at RX. “It works whether I’m selling a healthcare product or solution to a health system looking to improve outcomes, or a trade show solution to an RX exhibitor looking to increase revenue, improve business efficiency or build new relationships. Ultimately, it’s about building long-term customer relationships that align with their evolving business goals.”
Value-based selling allows teams to focus on the benefits offered to customers throughout the sales process. Instead of selling solely on the features of a product or offering, sales teams sell offerings based on the value the customer will derive from them. This customer-centric approach focuses on the positive impact the purchase will have and prioritizes a deep understanding of customer needs.
“Through a concept we call ‘deep discovery,’ sales teams are trained to be effective in their questions to better understand the customer’s business, the drivers of value, their industry, the impact of the challenges they face, and what success looks like. Our suite of digital business building tools now gives the customer and ourselves a much deeper insight into what’s working and what’s not, so we can align on the best possible solutions for that customer,” Okam said. “With our suite of business building tools, we also have the data to really inform our conversations that highlight the benefits for our customers.”
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In her role at RX, Okam is supported by the RX Global Sales Enablement team, which is responsible for RX’s global sales platform and upskilling and training the organization’s sales teams.
Okam explained that the supportive and global nature of RX has helped sales teams share best practices for embedding a value-based approach into their strategy across the organization, and that with a strong focus on training and development, RX employees are well positioned to be comfortable and confident in using this approach.
RX’s value-based selling approach has also been appreciated by RX customers.
“I had the opportunity to gather direct feedback from some of our customers at ISC East and the PGA Show. Not only were the shows a success, but these customers also commended our sales talent for the efforts they put into better understanding their business and positioning them for success at the event,” Okam said. “Of course, the post-sale experience is much more complex and has a significant impact, but the feedback I received gives me confidence that we are headed in the right direction.”
Contact Indiya Okam at indiya.okam@rxglobal.com