Saturday Morning Sales

Kevin Latchford


True Value - February 2, 2019

True value, no not the hardware store, but your true value is a business asset that should never be taken for granted. Unfortunately, all too often we do not place enough true value on ourselves, our time, our knowledge, or our company, and clients may take advantage of this situation. While I do believe there are certain clients that will take advantage of you at every turn, something about the way they do business, not everyone will take advantage of you intentionally. You may be equally at fault for allowing someone to take advantage because not only do they not grasp your true value, you don’t understand your true value either.


What do I mean by true value? Take for example, in the world of professional services, that a client will hire you for your knowledge, experience, and capability to execute in a manner for which they lack the same skill set. Your true value is a multiple (or x factor) of the following: your education and credentials, years of experience in dealing with similar challenges, and possessing the knowledge on how to execute a solution to the client’s problem. What happens then, after the client hires you, when they want you to change the manner in which you work? They want you to adapt to their environment rather than working within your own. They begin by asking and later demand that you “teach” them what you are doing and how you are doing it. They do not place any value on your experience and capabilities, and if you allow them to exude such behavior, then you too do not know your true value.


Sales people are pleasers. Sales people want to please their clients by providing a product or service that meets their needs. Sales people want to please their management by closing at or above their set quota and want to bring good clients to the company. Sales people, first and foremost, must always know their true value or what they bring to the table. In doing so, they will be much better prepared to hold steady throughout the sales process, thus not allowing the client to take advantage of them or their company. Clients too, when dealing with a sales person that truly knows their true value in the negotiating process, will treat the sales process with a great level of respect, enthusiasm, and will appreciate how the deal gets done.


Know who you are, what you stand for, the knowledge you possess and that this knowledge is not free to others, and you will gain a greater perspective on your own true value. Be confident but not cocky. Be sincere and empathetic with your client. Trust that displaying your true value will be appreciated and in return you will gain a great amount of success.

Comments are closed