IS THERE ANY VALUE IN YOUR VALUE PROPOSITION FIVE TIPS FOR COMMUNICATING THE REAL VALUE OF YOUR SERVICES
IS THERE ANY VALUE IN YOUR VALUE PROPOSITION FIVE TIPS FOR COMMUNICATING THE REAL VALUE OF YOUR SERVICES
Are You Different?
In the course of my work with all manner of professional service firms, I hear a very common lament. “We are becoming a commodity. The prospects just seem to buy on price. We are really good. How can I possibly separate myself from the crowd?”
My usual response is, “What can make you special? Why are you different?”
The client's usual response, “Well, we have great people (I hope so). We are customer-focused (that's nice). We provide valuable solutions to support our clients through industry focus and excellent methodologies that build off our 100 years of experience and on and on and on. Just let me tell a prospect about our services and he will surely want to work with us.”
The problem is that all these comments are from the service provider's perspective. At no time has anyone mentioned what problem the prospect is trying to solve or what goals he is trying to reach. Naturally, the prattling of the service provider falls on deaf ears. To paraphrase an old saying, “Value is in the ear of the beholder.”
So how do you develop a value proposition that offers value and, just as important, generates leads, meetings, and new clients?
Before we answer that question, let's define value proposition. A value proposition is a compelling, tangible statement of how a company or individual will benefit from using or engaging your services. No more, no less.
Five Tips to Communicating True Value
If value is in the ear of the beholder, then listen to your own words from the prospect's perspective and realize it's all about what they are buying, not what you are selling. The following guidelines will help you ease the transition into the prospect's world.
Start with Needs – Why do clients engage your services? It is not because they want services such as an audit or training or 24/7 computer support. It is because they need to keep the IRS happy; they need more skilled customer service representatives which, in turn, give them happier customers; they need to sleep better at night knowing their computers are running.
Think in terms of what client needs you can fill, not what services you can offer. Prospects may not always understand what your services are all about, but they certainly will understand how relieving their pain or reaching their desired future will help.
Ask Your Clients – If you already have clients, then ask them why they decided to work with you in the first place. What is it that made you distinct in their minds when they chose you? What benefits did they gain from the work you have done? How would they describe your work to a colleague if they were to recommend you? (If you don't yet have clients, find potential clients and ask why they buy your type of services.)
Listen carefully to your clients' answers. Listen for key words or phrases that are used frequently. Listen for the real hot button needs that evoke strong emotion or conviction. Suspend any preconceived idea of what you are about to hear. By listening with an open mind, you will most likely be surprised, and will discover the real value you provide.
Don't Use Marketing Speak – An important caveat, before your next step – avoid speaking in that rather obscure language commonly known as, “marketingese”. Use the words your clients use. Use the phrases and needs that resonate with them. Instead of “We work with our clients to help them achieve high performance,” (actual copy from a leading consulting firm's website), try, “We help our clients increase customer satisfaction which in turn leads to higher loyalty rates and profits.”
Construct a “Straw Man” – Once you have outlined potential needs and verified these with your clients, construct a “straw man” value proposition that incorporates the best and most compelling points that you heard. Try it out with the members of your firm, with friends, with colleagues from your network. Ask for push back, make adjustments, and prepare to test.
Test Your Value – Your “straw man” value proposition becomes your test with actual prospects. At networking events, in your prospecting conversations, on your next phone call, see if you pique a prospect's interest instead of getting blank stares. What pieces work the best? What pieces inspire the desire for more information? Tweak it, refine it, and finalize it, because now you are ready to go.
Once you have created a value proposition that resonates with your prospects and clients, you can now communicate this value in all your sales and marketing messages, including your:
Sales conversations with clients and prospects
Marketing copy in all your marketing materials
Key words and messaging on your website
Articles and white papers
Seminars and / or webinars you offer
Service entry offers
By putting tangible value that speaks to your clients in your value proposition you will definitely stand out from the crowd. And, most likely, add more value to your own firm.
IS THERE ANY VALUE IN YOUR VALUE PROPOSITION FIVE TIPS FOR COMMUNICATING THE REAL VALUE OF YOUR SERVICES - To learn more about this author, visit Laurie Stafinski's Website.
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By John Doerr
Are You Different?
In the course of my work with all manner of professional service firms, I hear a very common lament. “We are becoming a commodity. The prospects just seem to buy on price. We are really good. How can I possibly separate myself from the crowd?”
My usual response is, “What can make you special? Why are you different?”
The client's usual response, “Well, we have great people (I hope so). We are customer-focused (that's nice). We provide valuable solutions to support our clients through industry focus and excellent methodologies that build off our 100 years of experience and on and on and on. Just let me tell a prospect about our services and he will surely want to work with us.”
The problem is that all these comments are from the service provider's perspective. At no time has anyone mentioned what problem the prospect is trying to solve or what goals he is trying to reach. Naturally, the prattling of the service provider falls on deaf ears. To paraphrase an old saying, “Value is in the ear of the beholder.”
So how do you develop a value proposition that offers value and, just as important, generates leads, meetings, and new clients?
Before we answer that question, let's define value proposition. A value proposition is a compelling, tangible statement of how a company or individual will benefit from using or engaging your services. No more, no less.
Five Tips to Communicating True Value
If value is in the ear of the beholder, then listen to your own words from the prospect's perspective and realize it's all about what they are buying, not what you are selling. The following guidelines will help you ease the transition into the prospect's world.
Start with Needs – Why do clients engage your services? It is not because they want services such as an audit or training or 24/7 computer support. It is because they need to keep the IRS happy; they need more skilled customer service representatives which, in turn, give them happier customers; they need to sleep better at night knowing their computers are running.
Think in terms of what client needs you can fill, not what services you can offer. Prospects may not always understand what your services are all about, but they certainly will understand how relieving their pain or reaching their desired future will help.
Ask Your Clients – If you already have clients, then ask them why they decided to work with you in the first place. What is it that made you distinct in their minds when they chose you? What benefits did they gain from the work you have done? How would they describe your work to a colleague if they were to recommend you? (If you don't yet have clients, find potential clients and ask why they buy your type of services.)
Listen carefully to your clients' answers. Listen for key words or phrases that are used frequently. Listen for the real hot button needs that evoke strong emotion or conviction. Suspend any preconceived idea of what you are about to hear. By listening with an open mind, you will most likely be surprised, and will discover the real value you provide.
Don't Use Marketing Speak – An important caveat, before your next step – avoid speaking in that rather obscure language commonly known as, “marketingese”. Use the words your clients use. Use the phrases and needs that resonate with them. Instead of “We work with our clients to help them achieve high performance,” (actual copy from a leading consulting firm's website), try, “We help our clients increase customer satisfaction which in turn leads to higher loyalty rates and profits.”
Construct a “Straw Man” – Once you have outlined potential needs and verified these with your clients, construct a “straw man” value proposition that incorporates the best and most compelling points that you heard. Try it out with the members of your firm, with friends, with colleagues from your network. Ask for push back, make adjustments, and prepare to test.
Test Your Value – Your “straw man” value proposition becomes your test with actual prospects. At networking events, in your prospecting conversations, on your next phone call, see if you pique a prospect's interest instead of getting blank stares. What pieces work the best? What pieces inspire the desire for more information? Tweak it, refine it, and finalize it, because now you are ready to go.
Once you have created a value proposition that resonates with your prospects and clients, you can now communicate this value in all your sales and marketing messages, including your:
Sales conversations with clients and prospects
Marketing copy in all your marketing materials
Key words and messaging on your website
Articles and white papers
Seminars and / or webinars you offer
Service entry offers
By putting tangible value that speaks to your clients in your value proposition you will definitely stand out from the crowd. And, most likely, add more value to your own firm.
IS THERE ANY VALUE IN YOUR VALUE PROPOSITION FIVE TIPS FOR COMMUNICATING THE REAL VALUE OF YOUR SERVICES - To learn more about this author, visit Laurie Stafinski's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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