How to Handle:
“I don't understand the value”
The prospect is telling you that your value proposition hasn't connected with their situation. This is a communication gap, not a product problem. Your job is to understand their context and translate your value into terms that resonate.
Why Prospects Say This
Value is always contextual. What's valuable to one buyer may be irrelevant to another. When prospects don't see the value, it usually means: (1) You haven't uncovered their specific pain points, (2) You're speaking in features instead of outcomes, or (3) You're solving a problem they don't have.
Best Responses
The Discovery Reset
“That's really helpful feedback—I clearly haven't connected the dots to your specific situation. Can you tell me more about the challenges you're facing with [related area]? I want to understand your world before I try to explain how we might help.”
Why It Works
Resets the conversation to discovery. Shows humility and customer focus.
Best For
When you've pitched before fully understanding their needs
The Outcome Clarification
“Fair point. Let me try a different angle: what's the single most important outcome you'd want from a solution like this? If I can't connect to that, then maybe this isn't a fit—but I want to make sure I'm focusing on what actually matters to you.”
Why It Works
Focuses on outcomes, not features. Gives them control over the conversation.
Best For
Prospects who feel talked at rather than listened to
The Quantified Value
“Let me make it concrete. Companies like yours typically see [specific metric improvement]. What would that be worth to your business? And would that outcome matter enough to prioritize a change?”
Why It Works
Translates abstract value into numbers and business impact.
Best For
Data-driven buyers, ROI-focused organizations
The Reference Offer
“Sometimes it helps to hear from someone in a similar situation. Would you be open to a brief call with one of our customers who was in your shoes before implementing? They can share the value they've seen in their own words.”
Why It Works
Peer perspectives often resonate more than vendor pitches.
Best For
Skeptical buyers, complex value propositions
Do's and Don'ts
Do This
- Stop pitching and restart discovery
- Ask what outcomes would matter most to them
- Quantify value with specific metrics and business impact
- Use customer stories and references from similar companies
- Translate features into outcomes in their language
Don't Do This
- Repeat the same pitch louder or more slowly
- Assume they're not smart enough to get it
- Get defensive about your product's value
- Dump more features on them
- Continue selling when they've told you they don't see value
Follow-up Questions to Ask
“What outcomes would matter most to you from a solution like this?”
“What challenges are you currently facing with [related area]?”
“If you could wave a magic wand and fix one thing, what would it be?”
“What would success look like if you solved this problem?”
“Would it help to hear from a company similar to yours who's seen value?”
Industry-Specific Variations
“I don't see how this would improve our workflow.”
“That's fair—every workflow is different. Can you walk me through how you currently handle [process]? Once I understand your specific workflow, I can show you exactly where we fit in—or tell you honestly if we don't.”
“I don't see the clinical value.”
“Clinical value is what matters most. Can you tell me about the clinical outcomes you're trying to improve? I want to make sure I'm connecting to real patient care impact, not just operational metrics.”
“I don't see the ROI.”
“ROI is the right question. Let me share a framework we use: what's the cost of your current approach, and what would improvement be worth? Can you tell me about [specific cost or inefficiency] so we can do the math together?”
Pro Tips
- When someone doesn't see value, it's usually a sales execution problem, not a product problem. Restart discovery.
- Value = Outcomes - Cost - Risk. If you can't articulate outcomes in their terms, the value equation doesn't work.
- Features tell, stories sell. Customer examples often convey value better than product descriptions.
- Ask 'What would be valuable to you?' instead of telling them what should be valuable.
- If you can't connect your value to their stated priorities, you're either talking to the wrong person or you don't have a fit.
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