6 Building Blocks for Communicating Your Value Proposition
(Borrowed from The Rain Today Blog by the Rain Group) http://www.rainsalestraining.com
Even when people know their value, many find it difficult to describe it.
Let’s say someone asks you the simple question, “What do you do?”
How do you answer? Of course, you need to get your value across, but as we note here, when communicating your value proposition, you don’t want to deliver the same canned speech for everyone.
What you need to do is first craft, then learn to deliver specific nuggets of information you can use to get your value across. Put all these nuggets together, and you have what we call a value proposition positioning statement.
A value proposition positioning statement is a compelling, tangible description of how a company or individual will benefit from buying from you.
For example, we might start ours with, “We at RAIN Group help companies to improve their sales performance. If you want your salespeople, professionals, and leaders to sell more, we can help.”
This is the umbrella under which we operate. It’s a nugget of information we use in the early part of conversations. And it’s an important nugget as it’s the ultimate reason why clients eventually hire us!
But there is always a set of factors and specifics that sway them to choose us versus:
To get a full picture of your value across, you need to be able to cover 6 areas, including:
Then forget it.
At least, forget delivering it in one slick mini-speech.
If you deliver all six of the building blocks in one big long breath, the person you’re speaking to will be thinking “elevator pitch…here it comes.”
Often they’ll tune out.
When you introduce yourself and someone asks you, “What do you do?” The best thing to do is start with a few important nuggets that can help you get a conversation flowing.
We started our example with, “We at RAIN Group help companies to improve their sales performance. If you want your salespeople, professionals, and leaders to sell more, we can help.”
We didn’t yet cover the target market, impact, our distinctions, proof of concept, and so on.
When it’s time, we can and we do! But we do it as the conversation unfolds.
We might start here and then ask the other person, “That’s us in a nutshell. What do you do?” and they’ll answer, often following our lead and keeping it short. Then we ask questions to learn more.
In the natural flow of conversation, we’re likely to learn enough to share (and customize!) relevant details that will continue to position our value. As well, ask someone something and they’ll often turn the question right back at you.
For example, you might ask, “Can you share with me any specific examples? And curious to know as well how it panned out.’
Then they’ll tell you the story and say, “What about you? Any examples in my industry?”
And you can hit the rest of the building blocks as you continue along in your great conversation.