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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.