If you’re involved with selling into a corporate market, I guarantee you’ll find it harder to get in the door if…
- You don’t do your homework and know what specific problem you’re solving.
- And you don’t have a very strong value proposition. Decision makers are busy and you need to get their attention immediately and show them why they should give you even 30 seconds of their time.
And this goes for whether you’re phoning them or sending them something in the post or email.
Let’s start with what not to do…
“Hi Mr./Ms. Decision Maker. This is Fred from Super Duper Products.
We specialise in leading-edge inventory applications and have been rated as one of the best applications by Guiness Research.
The reason I’m calling is that I’d like to set up an appointment with you to introduce myself and to tell you more about how we might be able to help your company.
I’ll be in your area in two weeks and was hoping to sit down with you for about a half hour. Please let me know if that will work for you. My number is …”
Yes, this sort of approach still happens! And no busy decision maker with any clout will fall for it.
Contrast that with... (All real clients we’ve helped with their value propositions)
Us - “We work with organisations about to exhibit at a trade show maximise their return on investment. On average, clients have reported gains of 125% when working with us.”
A Financial Planner – “I work with clients who are preparing to go into aged care ensure they minimise their Bond and Daily Care Fees, while maximising their benefits from Centrelink, potentially saving themselves thousands of dollars a year.
A Property Buyer – “We help our clients buy undervalued property – so they make money right from the start. On average we secure property at $15,000 - $20,000 below the market – so you get an immediate return on your investment.”
A Digital Photographic Lab – “We guarantee your prints will exactly match your captured images or 110% of your money back.” This to a professional photographer audience means no rework or reprinting, saving them time and money.
Being more specific and detailing tangible benefits wherever possible gets attention and has your prospects ask for more information.
And it has another side benefit too.
A strong, tangible value proposition helps you value your own product or services more. It builds self-confidence. You can pick up the phone, or write to a prospect knowing that you do add value and should be at least given a hearing.
And finally, if you are struggling with coming up with your value proposition, we’re running a workshop on the subject. It’ll be limited to a small number of participants so you’ll get personal attention from us as well as the other participants.
See below for more details.
Rashid.
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