Enter Under Favorable Conditions
Trouble getting into companies at the right level? Your problem is a weak value proposition. First, what is a value proposition? Well, it’s not a mission statement. And it’s not an elevator pitch.
A value proposition is a crystal clear statement of how your product or service solves a client problem, delivers a key benefit and improves the overall business situation. Don’t just qualify it. Quantify it with provable metrics. Your ability to clearly define and communicate your value proposition is your point of differentiation— measurable value you bring the client—and it determines your success.
The smart way to build a solid value proposition? Talk to your current clients.
- Ask them directly or survey them to learn what differentiates you from a competing provider
- Ask what they appreciate about your service?
- Why are they still with your firm?
What are your best client testimonials? If none, build them by asking clients these questions:
- What were the three benefits you received from implementing our solution? (Differ by client?)
- What value did our solution bring to the company?
- What did our solution enable you to do that you couldn’t do before?
- Can you quantify the results your firm realized from using our solution?
If any speak negatively about your product or service, listen carefully. Apply what you learn to improve
your value proposition. Often, what you think is value is not why the client selected you.
How to Leverage a Value Proposition
Use your value proposition to open up new opportunities. And never lead with your product or service; lead
only with the value you bring. In today’s busy world, key decision makers are distracted and distressed by dozens of daily vendor calls. Voice mail safeguards their time, as does the delete button on email. Grab their attention with a strong value proposition. Remember, they do not want to hear your corporate “commercials.”
Do your MERGE research on company needs. From there, build your value proposition, merging it right into your pitch. Compare these two approaches: typical message left and a more powerful one with a value proposition.
” Hi Bob, Bill MacDonald, sorry I missed you. I wanted to call to see if I could arrange a meeting to discuss a unique product we have just introduced in the market. We have been in business for 25-plus years and service many people in your industry. Please give me a call back, my number is _______
(Bob hits his delete button. Instead, use this approach. . . )
” Hi Bob, Bill MacDonald, sorry I missed you. In reviewing your company’s public information, it’s apparent to me you are dealing with a critical issue of attracting and retaining key engineers at your Phoenix location.
In working with another firm in your industry, we implemented a retention plan that reduced turnover by 20%, and added $2.4 million to its bottom line. While I can’t promise you the exact same results, I can assure you that it’s worth your time. My number is ___ I’ll give you a call tomorrow at 11 a.m. to find a date that works for both of us.”
With strong value proposition, you’ll open doors quickly. Invest time up front because it will be well worth it.
William L. MacDonald