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Crafting Strong Value Propositions

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Crafting Strong Value Propositions

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If you sell to the corporate marketing, having a strong value proposition is critical.

It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.

In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.

If you sell to the corporate marketing, having a strong value proposition is critical.

It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.

In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.

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Crafting Strong Value Propositions

  1. 1. Crafting Powerful Value Propositions JILL KONRATH Author | Speaker | Strategist
  2. 2. Jill Konrath
  3. 3. If you don’t have a strong, customer-enticing value proposition, it’s tough to sell.
  4. 4. But what exactly is a value proposition?
  5. 5. Lots of people think that a value proposition is information about their company, product or service.
  6. 6. That’s boring!
  7. 7. A value proposition is also not a glowing description of your unique services, passion for excellence or leading-edge technology.
  8. 8. That’s a yawner too!
  9. 9. A value proposition is a clear statement about the outcomes that an individual or an organization can realize from using your product, service or solution.
  10. 10. The key word is OUTCOMES!
  11. 11. So let me ask you this: Have you talked to your clients about the results they get when using your offering? You need to! What you learn will help you sell.
  12. 12. Of course, you don’t have to. But without knowing these outcomes, you’ll have a hard time setting up meetings.
  13. 13. Because strong value propositions jolt your prospects out of their complacency with the status quo.
  14. 14. And they pique your prospect’s curiosity about what’s possible.
  15. 15. Which is important because this is your biggest competitor.
  16. 16. Especially since making any change is more work for your already stressed out prospect.
  17. 17. You have to give them a really good reason to take action.
  18. 18. So what makes a value proposition powerful & effective? The best ones include these 3 components: • Business driver • Movement • Metrics
  19. 19. A business driver is related to an important objective that your prospects are measured on.
  20. 20. Here are some examples… • Profitability • Quality • Turnaround time • Returns • Cost of goods sold • Reviews • • Turnover Productivity • New clients • Speed to market • Costs • Revenue • Customer satisfaction
  21. 21. But don’t say, “We can reduce cost” or “We can increase your sales.” Your prospects have heard that a million times … so you lose credibility.
  22. 22. Worst of all, it makes you look like another product-pushing peddler.
  23. 23. The best business drivers are very specific.
  24. 24. Instead of using broad terms like “sales” in your value proposition, use more specific terms such as: • Sales velocity • Sales conversion rates • Call-to-appointment ratios • High quality leads • Sales per customer • Sales of more profitable products
  25. 25. See the Difference? Being specific makes you stand out from your competitors. And, you sound like you can make a real impact in an area that your prospects are concerned about.
  26. 26. Value Propositions Have Movement Too
  27. 27. Because people only change if a new option is better than the status quo and can positively impact their key business drivers.
  28. 28. “Movement” words like these belong in value propositions: Eliminate Speed Up Raise Minimize Decrease Cut Shrink Increase Maximize
  29. 29. Strong Value Propositions Have Metrics Too Dollars/Euros Time frames Percentages
  30. 30. And the best metrics are also very specific. To your prospects, 19.7% is much more believable than 20%.
  31. 31. Ready for some examples?
  32. 32. Typical Value Proposition We create high quality, affordable websites for companies who do business online. Web Marketing Firm
  33. 33. …and your prospects delete you in a nanosecond.
  34. 34. Same Company, Stronger Value Proposition Example 1: We help retailers increase their online conversion rates by up to 58%. Example 2: In our work with online retailers, we typically increase average order size between 22 - 37%.
  35. 35. Typical Value Proposition Our leading edge systems allow you to capture, manage and share paper documents digitally. Document Management Company
  36. 36. Same Company, Stronger Value Proposition Example 1: We help distributors reduce their order-to-cash processing costs by an average of 67.2% at the same time they increased customer satisfaction. Example 2: In our work with similar- sized firms, they’ve been able to save between $3-5000/month.
  37. 37. Prospects who hear these stronger value propositions say, Ooh. That’s interesting. I’d like to learn more.
  38. 38. Which is exactly what you want them to say!
  39. 39. Their curiosity is piqued. They’re interested in what you can do for them. And, you’ve created a fresh, new opportunity.
  40. 40. Once you’ve clarified your value proposition, you can use it in your: • Voicemails • Email messages • Conversations • Presentations • Proposals In short, in every customer interaction.
  41. 41. You’ll be amazed at the difference a strong value proposition makes in your sales results!
  42. 42. Want to learn how to use your value proposition for maximum impact? Download my Free Value Proposition Tool Kit Now http://bit.ly/vp-kit

Hinweis der Redaktion

  • Hi there! I’m Jill Konrath. I write and speak about fresh sales strategies that actually work in our fast-paced business environment. Today’s crazy-busy prospects delete you in a nanosecond if your message doesn’t grab their attention. They also stay with the status quo as long as possible because changing just adds more work to their already over-flowing schedule. That’s why value propositions are so important. Strong ones pique curiosity and get customers to take action. Weak ones are the root cause of most sales failure. I hope you get lots of good ideas from this presentation!

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