You Can't Sell Value If You Don't Value Yourself   Salespeople come from a variety of industries but the one thing they have in common: They all sell value. It can be a challenge, however, to sell something you don’t have yourself. Simply speaking, as salespeople, we can only sell value if we value ourselves.    Jenean Merkel Perelstein is a business and sales anthropologist who uses scientific techniques to help salespeople close the cultural gap between them and their prospects, clients, and the organizations they are working with. Her job is to help them understand the cultural approach and take advantage of it.    Defining value  Value often gets mixed up with values which are the standards or qualities we deem as worthwhile. Value is what we put out into the world, what we offer in exchange. It then becomes part of the larger conversation about money, prosperity, and playing in this market economy. Value becomes part of the interwoven concepts that have to be considered together.    When we stand in strength with our values, it means we understand the true qualities and the true standard that we deem worthwhile to offer in the marketplace. If you’re not stepping into that sense of value and you haven’t done the thought process of figuring out what it is in the first place, then you’re basically starting the conversation a little bit behind.    Knowing your worth  You need to know your beliefs and what’s possible and not possible for you. This includes knowing your attitudes, state of mind, and feelings. All of these things build together into a larger concept of knowing your worth and taking ownership of your work. Doing that will enable you to come forth and articulate the worth and value of whatever you are representing.    Regardless of the words you speak, the cultural interactions you have with other people will be part of the underlying conversation. The energy you exchange in your conversation can expose whether or not you are operating from a place of desperation or a lack of confidence. Clients see this right away.  If this is you, there is foundational work that needs to take place.   People that have been unsuccessful for a long time start to wear an air of desperation. It becomes harder for them to meet another client or go to another meeting. If you are managing this type of person, there’s an opportunity to talk to them about standing in their strength, taking ownership, and changing their direction. Salespeople have to look at the value they offer, not just transactional value, but value as human beings as they bring what makes them unique and special into the conversation.    Build your value As an individual, you can start building value by looking at your own personal strength inventory. Look for the red flags that are holding yourself back from being able to understand and articulate your value.    Jenean looks at all this through an anthropological lens, the cultural lens. She sees each individual as a culture of one and looks into the attributes of that culture. Starting there helps her client understand their own personal strengths and enables them to build on how to shore up their foundations.    Doing this on yourself will then help you to start recognizing the cultural attributes of your prospects, future clients, and the organization that you’re hoping to go deeper with. You’ll be able to see the gaps between your cultural attributes and their cultural attributes. The closer you can close the gaps, the easier the sales conversations will be.    Attributes that make up a culture There are four primary attributes that make up a culture: attitudes, behaviors, beliefs, and values. The first,  attitudes, can change quickly. Attitudes affect your state of mind and your feelings. The attitude can change based on your mood and outlook. The second attribute, behaviors, needs to be consistently evaluated for opportunities to change based on the needs of the client.  Beliefs, the third attribute can be cons