Practical Sales Training™ > How to connect with your buyer > Core Values

What is it?

Having Core Values and communicating them can be a powerful way to connect with potential buyers.

Why does it work?

It works because it helps to not only connect likeminded people together who share the same values as you and your business, but a set of core values is akin to a process of working which allows buyers to understand what they can expect from you and HOW you approach things.

How can you use it?

If you don’t already have this, you can take inspiration from larger companies such as Apple or Nike, or you can choose from a list of core values and identify those which resonate most with you.

Hypothetical Example:

A boutique branding agency competes with several larger, cheaper design firms. To stand out, they prominently share their core values on their website:

Creativity with purpose.
Honesty over hype.
Partnership over transactions.

When a potential client reads these values, they feel aligned with the agency’s approach. During a consultation, the client even says, “Your honesty value is why I reached out – I’ve worked with agencies who overpromise, and I want to avoid that.”

By communicating these values, the agency attracts buyers who believe in the same principles, building trust and loyalty before price or services are even discussed.

See also