The Cistek Report
To get a prospect’s attention is hard enough, but to keep it long enough to get across your value message is tougher still. That is why your Value Proposition must firstly be an effective tool for sales people to use to get and maintain a prospect’s attention.
Tips for breaking through the Value Proposition Attention Deficit:
· To get a prospect’s attention a value proposition must:
o Address an important topic, i.e. one the prospect thinks about on a daily basis – either because it is a problem area they are dealing with or an issue that is immediately and obviously connected to their success.
o Delivered in simple terms that they instantly grasp – using their business lingo.
o Concise – you can only count on a few “courtesy moments” in which to win their attention.
· To maintain a prospect’s attention you must:
o Communicate results. Documented results of your solution applied in a similar circumstance is the most powerful.
o Focus on “what” was achieved, not “how”. If they like the result, you will have their attention and be given an opportunity to describe how your solution was able to achieve the result.
Once they have the prospect’s attention, the sales people will take it from there to define the next steps such as by requesting an opportunity to collect some data to objectively determine if similar results can be achieved with the prospect’s business.
An effective Value Proposition is designed around value messages that are needed at various stages of the sales process such as to assist in:
1. Getting and maintaining a prospect’s attention
2. Convincing the prospect to share data and participate in developing a value proposition specific to their situation.
3. Establishing credibility and overcoming objections.
4. Compelling consideration of your solution and a decision to act.
This report addressed just the first of these needs. More tips on creating effective value propositions will be addressed in future reports along with other customer value creation topics.
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