8/13/2024-Human-speak your value prop

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’re reluctant to pitch your customers with the Value Prop that your marketing team created, you have good instincts! While well-intentioned, your team creates messages that aren’t street-ready.

To avoid sounding like a web page, translate your VP into human-speak.

The worst is to tuck away your VP and ignore it. If you do that, you’ll develop the bad habit of talking only about features, features, features, instead of benefits, benefits, benefits in your pitch meetings.

Today, practice your VP with a friend. (Yes, that’s called role-playing – that’s not below you, right?)

Seriously…grab a partner and practice the numerous use cases for your VP; you need to build your human speak muscle.

Whether using your VP to help you start a meeting, battle objections, or differentiate your offering, your language must sound natural and human.

It requires practice to nail your VP, and of course, 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! Good!

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

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