Crafting Strong Value Propositions

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If you sell to the corporate marketing, having a strong value proposition is critical. …

If you sell to the corporate marketing, having a strong value proposition is critical.

It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.

In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.

More in: Business , Technology
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  • Hi there! I’m Jill Konrath. I write and speak about fresh sales strategies that actually work in our fast-paced business environment. Today’s crazy-busy prospects delete you in a nanosecond if your message doesn’t grab their attention. They also stay with the status quo as long as possible because changing just adds more work to their already over-flowing schedule. That’s why value propositions are so important. Strong ones pique curiosity and get customers to take action. Weak ones are the root cause of most sales failure. I hope you get lots of good ideas from this presentation!

Transcript

  • 1. Crafting PowerfulValue Propositions JILL KONRATH Author | Speaker | Strategist
  • 2. Jill Konrath
  • 3. If you don’t have a strong, customer-enticing valueproposition, it’s tough to sell.
  • 4. But whatexactly isa valueproposition?
  • 5. Lots of people think that a valueproposition is information about their company, product or service.
  • 6. That’sboring!
  • 7. A value proposition is also not aglowing description of your uniqueservices, passion for excellence or leading-edge technology.
  • 8. That’s ayawner too!
  • 9. A value propositionis a clear statementabout the outcomesthat an individual oran organization canrealize from usingyour product,service or solution.
  • 10. The key word isOUTCOMES!
  • 11. So let me ask you this:Have you talked to your clientsabout the results they get when using your offering? You need to! What you learn will help you sell.
  • 12. Of course, youdon’t have to.But withoutknowing theseoutcomes, you’llhave a hardtime setting upmeetings.
  • 13. Because strongvalue propositionsjolt your prospectsout of theircomplacency withthe status quo.
  • 14. And they piqueyour prospect’scuriosity aboutwhat’s possible.
  • 15. Which is importantbecause this is yourbiggest competitor.
  • 16. Especially since making any change is more work for youralready stressed out prospect.
  • 17. You haveto give thema really goodreason totake action.
  • 18. So what makesa value propositionpowerful & effective?The best ones includethese 3 components: • Business driver • Movement • Metrics
  • 19. A business driver is related toan important objective that your prospects are measured on.
  • 20. Here are some examples…• Profitability • Quality• Turnaround time • Returns• Cost of goods sold • Reviews• • Turnover Productivity • New clients• Speed to market • Costs• Revenue• Customer satisfaction
  • 21. But don’t say, “We canreduce cost” or “We can increase your sales.” Your prospects haveheard that a million times… so you lose credibility.
  • 22. Worst of all, itmakes you look like anotherproduct-pushing peddler.
  • 23. The best business drivers are very specific.
  • 24. Instead of using broad terms like“sales” in your value proposition,use more specific terms such as:• Sales velocity• Sales conversion rates• Call-to-appointment ratios• High quality leads• Sales per customer• Sales of more profitable products
  • 25. See theDifference?Being specific makesyou stand out fromyour competitors.And, you sound likeyou can make a realimpact in an area thatyour prospects areconcerned about.
  • 26. Value Propositions Have Movement Too
  • 27. Because people onlychange if a new option isbetter than the status quoand can positively impacttheir key business drivers.
  • 28. “Movement” words like thesebelong in value propositions:Eliminate Speed Up RaiseMinimize Decrease Cut Shrink Increase Maximize
  • 29. Strong Value Propositions Have Metrics TooDollars/Euros Time frames Percentages
  • 30. And the bestmetrics are alsovery specific.To your prospects,19.7% is muchmore believablethan 20%.
  • 31. Ready for some examples?
  • 32. Typical Value PropositionWe create high quality, affordablewebsites for companies who dobusiness online. Web Marketing Firm
  • 33. …and your prospectsdelete you in a nanosecond.
  • 34. Same Company,Stronger Value PropositionExample 1: We help retailersincrease their online conversionrates by up to 58%.Example 2: In our work withonline retailers, we typicallyincrease average order sizebetween 22 - 37%.
  • 35. Typical Value PropositionOur leading edge systems allow you tocapture, manage and share paperdocuments digitally. Document Management Company
  • 36. Same Company,Stronger Value PropositionExample 1: We help distributors reducetheir order-to-cash processing costs byan average of 67.2% at the same timethey increased customer satisfaction.Example 2: In our work with similar-sized firms, they’ve been able to savebetween $3-5000/month.
  • 37. Prospects who hear thesestronger value propositions say, Ooh. That’s interesting. I’d like to learn more.
  • 38. Which is exactly whatyou want them to say!
  • 39. Their curiosity is piqued. They’re interested in whatyou can do for them. And, you’vecreated a fresh, new opportunity.
  • 40. Once you’ve clarified your valueproposition, you can use it in your: • Voicemails • Email messages • Conversations • Presentations • ProposalsIn short, in every customerinteraction.
  • 41. You’ll beamazed at thedifferencea strong valuepropositionmakes in yoursales results!
  • 42. Want to learn how to useyour value proposition formaximum impact? Download my Free Value Proposition Tool Kit Now http://bit.ly/vp-kit