The Two Sides of the Value Challenge – and Why Sales Teams Struggle

Salespeople don’t lose margin because they lack motivation. They lose it because they’re stuck on the wrong side of the
Value Challenge
.
It’s a phrase I’ve used for years — and it sits at the heart of the
Value Challenge Framework™
. But the value challenge isn’t one single issue. It’s really two challenges, layered together:
🧠 The
Strategic Value Challenge
🔧 The
Operational Value Challenge
Both matter. And if you ignore either, you’ll see it in the numbers – longer sales cycles, frustrated teams, and an increasingly price-driven customer conversation.
So what’s the difference?
1. The Strategic Value Challenge
This is where it all begins. It’s not about what happens in a sales call — it’s what your team
believes
about value in the first place.
These are the seven strategic challenges I first outlined in our book,
The 7 Challenges of Value
:
1️⃣
Understanding Value
– What is value? How can it be quantified? And who gets to define it? (Clue: it’s not you.)
2️⃣
Recognising Value is Dynamic
– Value perceptions change all the time, and your team needs to keep up.
3️⃣
Targeting the Right Buyers
– Some people only care about price. They’re not your ideal customer.
4️⃣
Differentiating What You Do
– If your ‘difference’ doesn’t matter to the customer, it isn’t differentiation.
5️⃣
Communicating Value Clearly
– A value proposition isn’t just a slogan, it’s a persuasive commercial story.
6️⃣
Capturing a Share of Value
– You’ve earned it. Are you charging for it?
7️⃣
Delivering the Value You Promised
– This isn’t just a sales issue. It’s a business-wide commitment.
Miss these… and the wheels start to come off in the field.
2. The Operational Value Challenge
These are the
symptoms
that show up every day, often blamed on poor skills or weak effort, but usually rooted in deeper strategic issues.
Here’s what they look like:
Unclear messaging
– The customer doesn’t “get” what you do.
Shallow discovery
– Sellers ask questions but don’t go deep.
One-way conversations
– Pitching replaces listening.
Product talk over outcome talk
– Buyers hear “what it is,” not “what it does.”
No commercial case
– Value isn’t quantified.
Lack of urgency
– The buyer sees no reason to act now.
Discounting too soon
– Sellers don’t know how to defend price.
The best sellers, and the best sales teams, are the ones who can overcome both layers.
A Framework That Tackles Both
That’s why I created the
Value Challenge Framework™
. It’s not just a skills training programme or a messaging workshop. It’s a structured approach that helps teams:
✅ Understand value at a strategic level
✅ Spot the operational challenges holding them back
✅ Build the confidence and capability to sell, prove and protect value — consistently
It’s made up of six core elements, each designed to shift mindset, improve execution, and bring value front and centre in every sales conversation.
Want to Explore the Value Challenge?
I’ve put together a
self-check diagnostic
that teams can use in meetings or 1:1s. It’s a great way to start the conversation and identify where the biggest gaps are.
🟢 Message me and I’ll send it over
🟢 Or book a quick intro chat and I’ll talk you through how the framework might help
Whatever you do — don’t let the value challenge go unchallenged!