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; and Service entry offers among others.
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.
Dr. Clifford J. Ferguson is the Managing
Partner of Rainmakers, and Chairman of
Glad’s House. You can commune with him
on this or related matters via email at: Cliff.
[email protected], or visit their
website: Rainmakers.uk.com.