8/11/2023-Value Proposition

Owning your VP and using it frequently with clients is table stakes. Turbo-charging your VP includes qualifying so you learn which part of your VP your client most cares about.

If you recite the company value prop (VP) to your customers as crafted by your marketing department, you might be met with strange looks. (VPs are often written as sales collateral, not talking tracks.)

You’ll only use your company’s value prop if it’s written in human speak, not marketing speak.

And if you don’t purposely use your VP, there’s a danger you’ll slip into useless chatter about features, features, features, instead of benefits, benefits, benefits.

As you know, clients don’t care about your product features; they care only about what those features mean to them.

Today, practice your VP. NO…not in front of a mirror, but with a friend. (Ok, you’re right, that’s officially known as role-playing, but that’s not below you, right?)

Seriously…grab a partner and brainstorm all the different ways you can use your VP with customers. There’s starting a meeting, and of course, closing a meeting too. What about using it to help handle objections?

Most importantly, practice using your VP when explaining your competitive differentiators.

Each VP use case requires a little bit of nuance, and you never want to practice on your clients; you want to practice with your friends.

The TOP 10% understand how important it is to own their VP.

Owning means they can use the VP in their voice and make it sound powerful and genuine to their customers. Owning means they look for opportunities to use the VP as much as possible in numerous selling scenarios.

But the TOP 10% also own a secret that separates them from the rest: they complement their VP usage with a HEAVY integration of qualifying skills. Check it out…

"So Mr. Client, which one of those three value elements interests you the most?"

Or, "Which one of those three benefits addresses the challenges you’re having?"

Don’t just sit there after delivering a human sounding VP expecting a standing ovation, USE this great messaging tool to springboard you into learning more about your customer’s needs.

So you got your value prop down…and now you’re ready to turn it UP!

Anyone can memorize a script summarizing a company’s benefits package, but those who know how to make the VP sizzle – day in, day out – are those who hit their numbers.

Watch Michael Keaton bring the passion and sell the vision as Ray Kroc in this 2-minute clip from the movie, "The Founder."