Do you know what your unique selling proposition is? This is fairly important as you need to be able to communicate this to grab the prospect’s attention and stand out from your competition.
Why this is Important
One of the main things that your prospect wants to know or is concerned with is “What is in it for me?”. And just talking about your products and what they do does not answer this question.
We all are self-serving to a certain degree. We care about how we can improve and what we have to gain. Applying that to your prospects, they are typically concerned and interested in how they can make more money, save more time, have more fun, etc.
Your unique selling proposition, if designed correctly, should address this and communicate how the prospect can benefit from working with you.
How to Develop Your Unique Selling Proposition
One way to get started with this is to try to identify the value that you have to offer your clients. Value in this context is how you help your clients or what they can improve and achieve by using your products or services.
You can actually break this concept of value down into three levels – technical, business, and personal.
Technical value is how you help a prospect at the lowest level and seen in the areas of systems, processes, and people. When you help a client to improve a process, this is an example of delivering technical value.
When your clients are able to realize technical value, this will typically work its way up and create business value. Business value can be seen in areas like revenue, costs, or delivery of services. When you help a client to improve a process, this may help to save time and decrease costs and that is an example of realizing business value.
It does not stop there as the technical value and business value will typically create some sort of personal value. These are improvements that can be seen in the areas of improved compensation, career growth, or work environment. If you help an executive to decrease costs, this could improve their bonus at the end of the year and this is personal value.
Once you understand the value that you offer, you should be able to arrive at some different versions of your value proposition. If these differ and are unique, they could be used as your unique selling proposition.
Identify How You Differ
If you get to that point and your value propositions are fairly similar to what you competitors do or say, you may want to go one step further and look at your differentiation.
How do you differ from your competitors? What do you do differently? When you identify that, you can then look at what the differentiation means to the prospect or client. What value will be delivered to them by this differentiation? This can be broken down to the three levels of value – technical, business, and personal.
Launch Pad Solutions provides sales messaging tool that helps sales pros to build their unique selling proposition.
|This article was published on Saturday 11 May, 2013.|
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