Written by Sean McPheat |
As the saying goes, ‘Beauty is in the eye of the beholder’.
Well, just as each person has their own individual idea of what constitutes beauty, each prospect will have their own concept of what ‘value’ means to them. There’s no ‘one-size-fits-all’ when it comes to this idea of value in the prospect’s mind. How you present value to the person in front of you should vary according to the situation they are facing at that present moment.
We often see sales people present solutions as if they are totally unique to their company, erroneously concluding that, because our product has this or that feature, it will automatically stand out from the crowd.
The prospect, though, only sees what the product will do for them, and their position will naturally be different from the prospect you presented the same solution to yesterday or last week.
You need to position your offering as a real solution to the prospect’s needs right now, in a format that offers real significant improvements or differences to their current situation.
Ask yourself these questions:
“How will my offering appear compelling to this specific prospect?”
“How does it solve this business’s specific challenges now?”
“Why should they buy now?”
“How do they achieve a higher return on their investment with my product than with the competitors?”
“What recommendations can I give from other users that endorses the use of my solution?”
“How can I actually educate my prospect that this would be the right solution for them?”
“What potential issues will the prospect have in implementing our solution that I could actively do something about?”
All these questions have individual answers attached to them, depending on the perspective of the person in front of you and their business needs. You can’t propose exactly the same value offering that you did to your last prospect.
Improving your value proposition means identifying the current needs of this business or person, matching your benefits to those specific needs, presenting the solutions in a way that this business can see the benefits right away and securing the business based on the tried and trusted results that others have achieved to back up your claims.
By highlighting how to apply those benefits in respects to the individual business you are dealing with, you help the prospect conclude that it’s the right solution for them and they see the immediate ROI that will make decision-making easier for them.
That’s how the value in their eyes is personalised and appealing, just like something of real beauty.
Originally published: 23 January, 2014