Creating Reasons to Buy is the most effective way to sell a product.

1. SELLING
vs.
CREATING REASONS TO BUY
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email : rajuvelayudhan@yahoo.com

2. the aspect of their product that
many startups mistakenly focus on
during their sales pitch
::
FEATURES

3. the key aspect that makes a product
worth buying
::
THE VALUE PROPOSITION

4. what is value proposition ?
::
TANGIBLE BENEFITS
(both qualitative and quantitative)
that the product offers to the customer

5. different kinds of value propositions
::
ownership related benefits related
• cost of owning
• cost of maintenance
• status symbol
• cost reduction
• process optimization
• reliability, usability

6. value proposition shall be tangible
and (preferably) measurable
::
examples
• can reduce cost of operation by 8%
• can increase efficiency in invoice
processing by 12%
• is 30% less costlier than the competitor
product
• improves availability by 25%

7. provide opportunity for
customer to validate the value
proposition
::
examples
• customer references
• verifiable case studies / testimonials
• third party audit reports

8. the take away
::
don’t sell…provide
reasons to buy
• define verifiable, measurable value propositions
• highlight them consistently across all sales tools –
web, brochures, demos, case studies
• make sure customer enjoys the value at the end
of the day

9. Thank You
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