Selling.2.YES

July 2021

Value Props don't get a July vacation

While on the beach this past week, I daydreamed I was being interviewed by CNBC. They asked what I would do if I could go back and change anything I did in previous jobs I held. (Yeah, I know…weird…but after staring at the Atlantic Ocean for a few relaxing days, my brain trots anywhere, and everywhere.)

I responded that I wish I knew then what I know now about (wait for it)…Value Propositions. A company’s Value Proposition is, quite simply, the anchor from which selling success comes. I told the CNBC reporter that If I could change one thing about how I managed any of the teams I once led, I would focus on stronger and more focused management of an air-tight Value Proposition protocol as a resource that my sellers could depend on, and use actively!

Through my travels as an advisor who helps companies sell more, I appreciate even more how strong Value Proposition management and training can positively impact a company’s top line. Your Value Proposition must be A-Numero Uno priority considering this world …

...where everyone is shouting what they do and how they do it, yet not many are effectively explaining why it’s important.
...where your prospects spend no time thinking about what you do and how you do it (your buyers need to hear a clear explanation of the why many times).
...where sellers spend more time "doing emails" versus actual selling, and thus, need more training and coaching on explaining value to those who pay the bills.

As you venture to the beach (or lake, or mountains) this month, here are four main components of the Value Proposition Protocol that you should gently ponder during your down time. (Oh gimme a break, if you have time to check your work email, you have time to think about your VP!):

Message. What words are you using to explain your value and differentiation? I always recommend companies use English and not a script that came from 11 people wearing white smocks in the basement lab.
Training: Do your sellers know how to use your Value Proposition in offensive and defensive scenarios? Offensive: “let me begin the meeting by describing our value and then finding out where you want to go…”. Defensive: “…sure, I’m happy to explain how we are different than our number one competitor...”
Value-Speak: Do your sellers know how to complement your formal and generic Value Proposition with language that is customized to the prospect? “The reason this is important to you, Mr. Prospect, is because ______”. "The way that product feature applies for you is ______".
Support. How is your sales enablement function enhancing selling activities with collateral, research, testimonials, etc., that reinforce your Value Proposition?

There is SO MUCH more to the building, managing, and training of Value Propositions that we barely scratch the surface here. Next month, we'll talk about the ingredients of the Value Proposition and how sellers should leverage its use in numerous scenarios.

And YES, while I want you to have a good July vacation, you need to ask if this primary selling tool is sturdy enough for some heavy duty selling that's coming up! (I always felt it a bad joke that summer was inserted in the calendar right when serious sales strategy planning for the Q4 push was going on.) But you’re a big boy/girl who can handle it…just make it your August pledge to do something about your VP!

And of course, if you need help, call me. You know where to find me...whether I'm on the beach or not, I'm always reachable!

Until then, enjoy the beach...lake...mountains...theme parks...rivers...TIME OFF!

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Selling.2.YES

July 2021

Value Props don't get a July vacation

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