Common mistakes in value selling and how to avoid them

We’ve worked with global organisations across multiple industries to help sharpen their value propositions and build stronger business cases. And in that time, we’ve seen some familiar pitfalls that even seasoned teams fall into when it comes to selling on value.

Here are the most common mistakes in value selling, and more importantly, how to avoid them.

Mistake #1: Focusing on product, not business value

It’s a familiar opener: “Let me show you what our solution does.” But that’s not value selling.

Buyers aren’t looking for a list of features, they’re looking for impact. They want to understand how you’ll help them reduce costs, improve efficiency, increase revenue, or manage risk. That means starting with their goals, not your product spec sheet.

The key? Reframe your narrative. Open with the why, not the what. Build a business case that links your solution directly to their KPIs, in language that resonates with decision-makers.

Mistake #2: Assuming instead of asking

It’s tempting to rely on instinct. After all, if you’ve sold to companies like this before, you must know what they need, right?

No. Value is never one-size-fits-all. Every customer has unique pressures, priorities, and goals. And assuming you know what matters most can take your pitch completely off-course.

The best approach? Ask. Early and often. Use structured discovery to get beyond surface-level needs. What’s driving their strategy? Where are they feeling the most pressure? What would real success look like?

Only once you understand their world can you meaningfully speak to the value your solution brings.

Mistake #3: Leaving the customer to build the business case

You’ve had a great meeting. The customer seems keen. You send over your proposal…and wait.

Here’s the problem, too many sellers expect the customer to sell it to leadership and decision makers. But without a clear, compelling business case, your proposal risks stalling at the final hurdle.

Don’t make them do the heavy lifting. Co-create the business case with them. Make it easy for your champion to present your solution to finance, procurement, and senior stakeholders. Our Value Management Software helps sales teams build tailored, credible business cases, bridging the gap between technical excitement and budget approval.

Mistake #4: Ignoring the competitive alternative

You might be laser-focused on your value. But your customer? They’re weighing up options, even if they don’t say so out loud.

Sometimes, the biggest competitor isn’t another vendor, it’s doing nothing. Sticking with the status quo.

That’s why your business case needs context. Quantify the cost of inaction. Show what they stand to lose by delaying change. Make it clear that choosing your solution isn’t just smart, it’s the most commercially sound decision they can make.

‍Mistake #5: Speaking in generalities

“Improve productivity.”
“Enhance visibility.”
“Drive innovation.”

These phrases sound impressive but they’re too vague to influence serious decision-making.

Instead, translate benefits into real, measurable impact. If you save five hours per week per employee, show what that means in cost savings. If your solution reduces outages, calculate the financial upside.

Value selling means turning good sounding promises into hard commercial numbers. That’s what makes decision-makers sit up and listen.

Final Thought: Value Selling Is a Skill — Not a Slogan

Plenty of teams claim to “sell on value.” Far fewer can actually demonstrate it.

That’s where we make the difference. We equip sales teams with the tools and structure to build credible, board-level business cases that resonate with decision-makers. Clear. Measurable. Commercially focused. That’s how value selling moves from theory to results.