The value of a “value proposition”
Time again, when starting out to write a sales proposal structure for a client, I’m faced with creating a value proposition.
I’ll study their website and I’ll read their marketing material, looking for their value proposition. Usually, 95 times out of 100, it’s not obvious.
Then I’ll ask them; what is it what you do and why would I buy from you? I’ll get an explanation of what they do, which I can work with. But when I ask, why would I buy from you, I generally get a blank look.
Eventually, after drilling into their service and how they deliver it, I’ll tease out that they deliver, for example, a sales lead control software which means that ……………
“You’ll control your sales lead distribution, be able to keep a close eye on the progress of each lead and you’ll end up winning more business. LeadControl is really easy to use and gives excellent management stats.”
Now customers can easily understand that and they quickly understand the value of your offering.
From that position, you can build your sales proposal around that concept. Everything leads to the same end. You value proposition, which you should be able to say in a single sentence.
Tags: Value Proposition
