The Hidden Value Technique Top Sellers Master

Speaking about my product is not only the fun part but also the easy part; especially when a client or prospect is interested and is asking lots of questions. But what if we are the ones initiating the sales conversation? Is it still easy?

The challenge isn't about knowing or talking about your product. It's about articulating its business impact in financial terms that resonate across multiple levels of your customer's organisation. For example, when you sell technology to a technical buyer, can you explain what that solution means financially for the entire business?

Here is where monetising value separates average sellers from exceptional ones. This skill transforms conversations from price or terms negotiations,  to strategic business discussions. 

This is also where the SAM model becomes invaluable. SAM stands for Story, Assumptions, and Mathematics – a structured approach that transforms vague value claims into credible business cases. Here is how this works.

Start With the Story

The story creates the visual framework for your value proposition and if you get it right it will get you the buy-in you need. It outlines what you're planning to do and provides the conceptual foundation for everything that follows. Without a compelling business story, your financial calculations lack context.

Your story must connect your solution to specific business outcomes the customer cares about. This narrative translation is what makes abstract benefits concrete and relevant. 

Do not rush this work.

Make Your Assumptions Transparent

Assumptions serve multiple critical functions in monetising value. First, they signal to customers that you've thought  about their business beyong your inention to sell something. When you articulate assumptions clearly, you demonstrate serious consideration of their specific situation.

Second, assumptions acknowledge the limits of your knowledge. By stating "Based on what we understand about your current process..." you avoid making overreaching claims that damage credibility. This intellectual honesty resonates with buyers.

Third, and perhaps most importantly, assumptions engage customers in robust conversation. When you share your assumptions, you invite customers to confirm, correct or expand upon them. This collaborative approach transforms the sales process into a partnership.

Finally, transparent assumptions send a powerful message: you're looking to partner with the customer to build a realistic value assessment. You're not claiming omniscience – you're demonstrating thoughtful analysis that welcomes input.

This creates both credibility and reality in your value proposition. Your customer becomes invested in the process because they've helped shape the foundation upon which the value is calculated.

Show Your Mathematical Work

Mathematics represents the culmination of your value story. But simply presenting numbers isn't enough. You must articulate exactly how you derived those figures.

Show your formula. Explain your calculations. Walk through your reasoning. This transparency demonstrates that you've actually done the work rather than simply copying numbers from a value calculator without understanding them.

Think of it this way: if you tell someone a complex calculation result without showing how you arrived there, they naturally question its validity. It's like using a calculator but being unable to explain which formula you applied or why. This immediately diminishes your credibility.

Not having thought through the process kills your strategy before it begins. Decision-makers need to trust your numbers before they can trust your solution.

Notes For Sales Leaders - Teach Your Team This Skill

Sales leaders can develop this capability in their teams through structured practice. Start with a discovery process – have conversations with sellers about their thinking and how they develop value propositions.

Practice delivery through role plays and team discussions. Have sellers present their SAM explanations to colleagues and encourage varied approaches to the same value story. This builds versatility and deepens understanding.

Pay particular attention to framing. As Daniel Kahneman noted in "Thinking Fast, Thinking Slow, "when faced with the same options, people will make different choices depending on how the alternatives are framed." 

The same value proposition can appear entirely different depending on how it's framed and positioned - I feel it is one of the most underestimated skills. I often see Sales Engineers in particular make this mistake of relying on the facts as THEY see them, without considering the other side enough. I digress.

The story positions your solution in context. The assumptions highlight gaps in knowledge and invite collaboration. The mathematics demonstrate thoughtful analysis that builds credibility.

Meet Modern Buying Realities

Today's selling environment demands this approach more than ever. Value comes in two critical forms: the value of taking action and the cost of inaction (or status quo). Modern sellers must calculate both.

This matters because modern buyers complete much of their journey independently, often engaging sellers only at the final stages of their process. By then, they've already decided what they're seeking and expect sellers to simply respond to their requirements.

Being able to monetise value proactively changes this dynamic. Instead of merely responding to predetermined needs, you can shape how customers think about value from the beginning. This proactive approach is crucial in today's competitive environment.

The SAM model gives you a structured framework to move beyond reactive selling. It provides the tools to engage early with compelling business cases that quantify both action and inaction.

Your ability to translate technical capabilities into financial outcomes ultimately determines whether you're viewed as a vendor filling a specification or a trusted advisor shaping business strategy.

Monetising value isn't optional anymore. It's the difference between competing on price and winning on value. The question is whether you'll master this forgotten art or continue to leave money on the table.