Why does it feel so hard to “add value”? Maybe because we’re asking the wrong question. Instead of focusing on what we think is valuable, we need to start asking: What’s valuable to your buyer—and their buyers?

This mindset shift isn’t just helpful; it’s transformative. Because when you focus on what’s valuable to your buyer’s buyer, you’re no longer just another vendor. You’re the person who “gets it.”

THE OUTSIDE PERSPECTIVE ADVANTAGE

Let’s be real—sometimes, you can’t see the full picture when you’re too close to the problem. It’s like trying to read the label from inside the bottle. As a salesperson, you’re on the outside. You don’t have the same biases or blind spots as your client, and that gives you a huge advantage.

I was talking with a company that recycles old tires into industrial products. They wanted to know, “How can we add more value?”

My response? “Look at the people your vendors sell to.”

For instance, the many who care about sustainability. These are people who want to invest in products that align with their values. By emphasizing their commitment to recycling and reducing carbon footprints, the company could give their vendors something powerful—a way to connect with environmentally conscious customers.

Think about the story that creates: “These aren’t just tires. They’re recycled tires, keeping waste out of landfills and reducing your carbon footprint.” That’s a message people care about.

Watch the YouTube video for more insights on Elevating Your Buyers' Journeys

VALUES THAT RESONATE

This idea isn’t theoretical—it’s how I live. I buy “imperfect” vegetables from Misfits Market because I don’t want good food going to waste. The veggies might look a little funny, but they taste the same—and I know I’m contributing to less landfill waste.

Or take my new favorite company: Who Gives a Crap. They make toilet paper, tissues, and paper towels from recycled materials. Their branding is funny, but their mission is serious. My husband jokes about it every time we get a delivery, but I love knowing I’m supporting a company that’s reducing waste. 

Even when I travel, sustainability is on my mind.

Flying isn’t great for the environment, so I partner with Evertreen to plant trees for every flight I take.

These aren’t big changes, but they align with what’s important to me.

And guess what? When a company reflects my values, I’m happy to pay more for their product.

CONNECTING WITH YOUR BUYER’S BUYER

If you want to stand out in sales, you’ve got to dig deeper. Have you ever asked, “What’s keeping my client’s customers up at night?” That’s where your insights can make the biggest difference.

For the tire company, it wasn’t just about selling recycled products. It was about giving their vendors the tools to connect with a growing group of environmentally conscious buyers.

When you position yourself as someone who understands these deeper layers, you’re not just selling—you’re building trust.

The next time you sit down with a client:

Don’t stop at asking what they need. Ask about their buyers, their goals, and their values. That’s where your real advantage lies—not just as a seller, but as a trusted partner who helps them see the bigger picture.

So here’s your challenge: Step outside the bottle. Look past your buyer and into their world. What do they need to serve their customers better? That’s where your real value lies.

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