To get sales meetings, the business value of your offering must be crystal clear.
A while back, I had lunch with the president of a $1/2 billion division of a major corporation. She told me that if someone contacted her and said he could reduce waste by just 1%, she would meet with him immediately. Why? Because she knew exactly how much her company spent on waste – and it was a lot of money. Every penny she saved would go right to the bottom line.
Powerful value propositions open doors – quickly! Taking time to really clarify yours is well worth the time invested in the process.
Here are 2 ways to create sales messages that work in today's business economy.
1. Fill your sales message with business-oriented terminology.
Strong value propositions are always stated in business terms. Corporate buyers are particularly attracted to phrases such as:
- Increased revenues
- Faster time to market
- Decreased costs
- Improved operational efficiency
- Increased market share
- Decreased employee turnover
- Improved customer retention levels
- Increased competitive differentiation
Think about translating what you do into the language of decision makers. Remember, they don’t care about your product’s speed or efficiency. They don’t care about the wonderful methodology you use. They care about the results it delivers.
2. Make your predicted results tangible and measurable.
The very best value propositions deliver tangible, measurable results that are highly desirable to prospective buyers. Yet many companies fail to extend their “benefits” into actual numbers. If it’s possible for you to do this, it is highly recommended.
Specificity sells. The more specific your value proposition, the more attractive it is. Stories are another way of providing specificity, enabling you to get your message across but without having to make unsubstantiated, across-the-board claims.
This is the new and emerging reality in value propositions. In a world where products rapidly spiral into commodities and service offerings can be copied overnight, the only real difference between suppliers is the people involved. You, the seller, must make yourself stand out through a strong value proposition.