From Order Taker to Value Maker: Thriving in Economic Uncertainty

Economic uncertainty is upon us, and this week’s #ReflectionFriday is all about how to support your customers and grow during times like these. The impact of potential tariffs, reductions in federal aid, and the unpredictability of our new administration's approach to standard operating procedures has caused the economy to stall. Companies that once made swift decisions on non-essential purchases are now pausing to evaluate how these new policies will affect their supply chains, manufacturing costs, and external funding sources.

It is in times like these that your customers—both current and future—need you, not just as an order taker but as someone who adds real value.

Throughout my career, I have encountered many professionals who claim to excel in business development or sales. They proudly list their achievements and celebrate their success—and who can blame them? Recognizing accomplishments is great! However, as time has passed, I have realized there is a vast difference between average and exceptional salespeople—or as I like to say, between order takers and value makers.

Order Takers vs. Value Makers

Order takers dominate today’s sales and business development landscape. In our modern world, salespeople often wait for marketing to generate leads, which are then handed to SDRs to qualify and set up appointments. When meeting potential customers, they already know what the prospect needs, and the conversation quickly turns into a feature-benefit pitch. They focus on discussing the need itself but often neglect to explore the deeper "why" behind it. If the customer wants the product badly enough, they make the purchase, and the salesperson celebrates the win. Sounds fine, right?

While this approach contributes to revenue, it misses the bigger picture of delivering real value to the customer. In uncertain economic times, this approach will ultimately limit both personal and company growth. Instead of merely taking the customer’s order, what if the sales rep began the conversation with a simple yet powerful question: "Why did you reach out to our firm?"

As one of my early mentors, Bob Beck, used to say, if a question is reasonable, the prospect should have no issue answering it. This single question can unlock critical insights. Decision-makers will often provide detailed reasons, while influencers may respond with something like, "My boss told me to look into this." Understanding these responses helps shape your approach.

The Influencer vs. The Decision Maker

If you’re speaking with an influencer rather than a decision-maker, your goal should be to build rapport and uncover insights about the company’s decision-making process. Influencers tend to share more personal perspectives on challenges and needs once trust is established. While they can’t make the purchase themselves, winning them over can turn them into internal advocates for your solution. You want them to feel that working with you and your team is about more than just the product—it's about the added value you bring. When they meet with the decision-maker, they should be firmly on "Team You."

On the other hand, when engaging with a decision-maker, you must focus on ROI and impact. Even in uncertain economic times, decision-makers must answer to higher-ups, whether a board of directors or C-suite executives. Your job is to ensure they understand the tangible value of your solution. As they answer your initial "why" question, you should build a tree of follow-up questions, much like a therapist does.

Yes, you read that right—therapists are among the best salespeople out there. They masterfully ask questions that encourage deeper conversations and extract valuable insights. As a sales or business development professional, adopting this skill is crucial. The ability to ask questions and receive continuous answers without frustrating your prospect is an art. The insights you gather will not only help you quantify the value of your service but also set you apart from competitors, whose version of upselling is akin to asking, "Do you want fries with that?"

Final Thoughts

To summarize, in a period of economic uncertainty—or if you aspire to become elite in business development or sales—you must pivot from being an order taker to a value deliverer. To learn more about how to do this, check out my previous posts below:

Are You a Corporate Therapist? - Read here

The Challenge of Building Rapport in a Digital Age - Read here

Discovery: A Key Skill to Master in Sales and Service - Read here