Why People Buy
One of the most powerful attributes of value selling is that it should give you visibility on what people care about - how they're motivated, what their personal goals are, etc.
People think that they buy based on data and analysis. But they don't. You don't. I don't. I buy the running shoes because they'll make me look faster on the trails or at Starbucks. You buy the solar panels or EV because it underscores your care for the environment. A coworker once told me that she was going to sell her 911 Cabrio to buy a Tesla (back when Tesla was cool)...because she wanted to save money on gas.
Um, no. She was going to lose thousands of dollars on the transaction, so the financial justification was weak. However, the new car was going to signal her care for the planet, which was her real motivation for the purchase.
Corporate buying is no different. Whether it's a new AI chatbot to improve the experience of your customer, or the repurchase of another thousand Chromebooks, at the base of the decision is feeling rather than data.
Here's a great quote on change management, and after all, selling is all about change management: