how to craft a better value proposition: boost your biz-dev results with one sentence

The Perfect Value Proposition: Boost Your Leads With One Sentence

“Why should I buy from you?”

POP QUIZ:What do you say when

your prospect asks...

A VALUE PROPOSITION is a one-sentence statement that...

YOUR ANSWER = YOUR VALUE PROPOSITION

Speaks to a specific group of people (your IDEAL

PROSPECTS)

Convinces consumers that this product or company is BETTER THAN OTHERS

on the market

Clearly identifies the BENEFITS CONSUMERS RECEIVE when investing in

a product or company

Guides every aspect of your BIZ-DEV STRATEGY, from prospecting to cold calling to

email marketing

“If I am your IDEAL PROSPECT, why should I

BUY FROM YOU rather than your COMPETITORS?”

THE “VALUE PROPOSITION QUESTION”

SOURCE: Flint McGlaughin, MECLABS

Speak to Your Best Prospects

STEP 1

“If I am your IDEAL PROSPECT, why should I BUY FROM YOU rather than your COMPETITORS?”

We are your IDEAL PROSPECTS. We are the MOST LIKELY to benefit

from what you offer.

When your value proposition SPEAKS TO US, your message is more FOCUSED and RELEVANT.

To define your IDEAL PROSPECTS, start with those you ALREADY KNOW have a high likelihood of buying from you:

the ones that LOOK LIKE YOUR CURRENT CLIENTS.

THE “IDEAL PROSPECT” DARTBOARD

What do your existing customers

LOOK LIKE?

Are they SMALL, MEDIUM, or

LARGE businesses?

What INDUSTRIES do they represent?

Do they OWN or LEASE their space?

BULLSEYE:Your Ideal Prospect

KEY POINTS

Define why your customers use what you offer

Speak to prospects with similar challenges / priorities

Not all relationships are equal; speak to your best prospects

Tell Your Prospects What They Get

STEP 2

“If I am your IDEAL PROSPECT, why should I BUY FROM YOU rather than your COMPETITORS?”

I don’t really care about your product. I care about my own

CHALLENGES and PRIORITIES.

Tell me how you’ll help me SOLVE PROBLEMS or ACHIEVE GOALS, and

I’ll have a REASON TO BUY.

THE “WHAT’S IN IT FOR ME?” FILTER

What’s in it for me?

WE are a fantastic sales & marketing company.

WE have over 30 years of experience in our field.

WE’RE the industry leader in quality.

YOU use our product to find and connect with your “hidden” local

prospects.

YOU work with an experienced team to create a biz-dev strategy proven to

work in your local market.

YOU have access to a team of local researchers for trustworthy business

listings, updated daily.

KEY POINTS

Be clear, but be specific; too simple = bland

Benefits should be relatable and attainable

Your customers see the value; use their words

Be Different (and Better)

STEP 3

“If I am your IDEAL PROSPECT, why should I BUY FROM YOU rather than your COMPETITORS?”

Even if you give me a reason to act, I may still be able to get the SAME

VALUE from SOMEONE ELSE.

If you explain to me why you offer UNIQUE VALUE, you’ll narrow my

choices down to one: YOU.

CAN MY COMPETITORS SAY THE SAME?

For every claim you make about your product, ask yourself “CAN MY COMPETITORS SAY THE SAME THING?” If the answer is yes, exclude

it from your Value Proposition.

Our database includes locally researched business listings for Atlanta, Charlotte,

and Dallas-Fort Worth.

We offer fantasticcustomer service.

I can say that too!

I can’t say that...

WEAK VALUE PROPOSITION

STRONG VALUE PROPOSITION

KEY POINTS

What is your added value? How do you do it better?

Is what you offer used in a unique way?

Need ideas? Ask your customers: “Why did you buy from us?”

Boost Your Biz-Dev

STEP 4

“If I am your IDEAL PROSPECT, why should I BUY FROM YOU rather than your COMPETITORS?”

Got your value proposition ready? Now share it with us EVERY

CHANCE YOU GET.

If we don’t see your UNIQUE VALUE in EVERY INTERACTION, we’ll walk

right by.

Here are 4 WAYS a good value proposition can BOOST YOUR BIZ-DEV:

ELEVATOR PITCH

A slightly longer version, for when you already have your

PROSPECT’S ATTENTION.

EMAIL MARKETING

Give your prospects a REASON TO CLICK. Explain

your offer’s benefits.

COLD CALLING

Finish the sentence, “THE REASON I CALLED...” for more successful cold calls.

YOUR WEBSITE

Feature a concise value proposition at the TOP OF

YOUR HOMEPAGE.

YOUR VALUE PROPOSITION IN ACTION

KEY POINTS

Your value proposition must be front and center

Create a core value prop., but modify it for different settings

Ask yourself: Why act? Why now? Why us? Why trust?

INSIDERS

© Business Wise Inc. 2017

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Suite 132ECharlotte, NC 28211

T. 704.554.4112

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T. 770.956.1955

DALLAS15851 Dallas Pkwy.

Suite 404Addison, TX 75001

T. 214.306.0605