UBob Burg, bestselling author and speaker, emphasized a shift in how value should be communicated in modern sales. In a blog post on his website, he argued that effective selling today depends on the ability to deliver distinct, meaningful value beyond technical features.

“Selling is now much more about creating compelling, differentiated value rather than being simply about features and benefits. (If it ever really was about that.),” Burg wrote.

The post outlines five key elements that contribute to value in a sales conversation: excellence, consistency, attention, empathy, and appreciation. Burg suggests that when these elements are present, a buyer is more likely to experience a strong sense of value, which in turn builds trust and increases the likelihood of a successful sale.

Burg is best known as co-author of The Go-Giver, a business parable that promotes a philosophy of providing value first. His teachings focus on influence, communication, and ethical persuasion, and he is a regular keynote speaker at business leadership conferences around the world.