You know that moment
when you suddenly have the prospect's attention,
you know it's fleeting
but you've got them for maybe 15 seconds,
maybe less, maybe a little bit more,
what do you say?
I find that this is where many salespeople fumble around
with these long-winded, meandering monologues
that just confuse the prospect
and your ability to explain what you do
and then engage your prospect in a conversation
in under 20 seconds is so critical
and so, that's why I'm going to show you
a few examples by industry
of the kinds of value propositions
that truly engage prospects
in high-quality conversations.
These are some of my clients' value propositions
that we literally put together
and I'm going to show you exactly how they work,
so in this video, I'm going to show you
the five value proposition examples
that you can copy and use,
that engage prospects and close deals.
Check it out.
(whooshing)
Number one, the marketing space.
I'm actually going to use the value proposition
for our outbound prospecting agency
that we have to give you an example
of how you might use a value proposition
in the marketing space.
So, the value proposition goes something like this.
Salesprospects.io is a full-service,
outbound sales prospecting agency
that generates ultra high-quality leads for our clients.
And clients tend to come to us
when their sales teams struggle
to generate enough leads to hit goal,
they're frustrated by the quality of leads coming
through the door
and finally I just don't see a strong ROI
on lead generation efforts.
Do any of those issues ring true to you?
When we analyze that value proportion,
what you see is is there's basically one sentence
that lays out what we do,
who we are and what we do
and then there's the challenges
that we basically solve,
the reasons that people come to us
and what we're doing is we're laying out marketing
or in this case, sales marketing challenges
around getting enough leads
and then, lastly you'll see that we dig into
do any of these issues ring true to you?
You may have to rewind this video
and go back and watch it again
and I'm also going to walk you through a bunch more examples
in different spaces
that are going to show you a very similar pattern
that I think you're going to be able to start copy
and create for your own world.
Number two, the financial space.
This is an example from a client
that I've covered up their name
but here it goes,
XYZ Wealth Advisers helps clients
make smart financial decisions.
And clients typically come to us
when they don't know if they're getting the right return
on their money, they're concerned
about whether they're prepared
for the next downturn or finally,
they have a complex collection
of random accounts in different places.
Do any of those challenges ring true to you?
Again, what you're seeing is a pretty consistent pattern.
A simple sentence of who we are and what we do
and then the list of challenges that people face
and one thing that I want to point out
about the challenges in this particular value proposition
is they're really simple
in the financial planning,
financial advisor space,
there tends to be a lot of jargon
that people love to throw around,
big, fancy words
that really intimidate and ultimately turn off prospects
and so, what you want is to have that value proposition
that's really simple.
It just makes sense that last one
or they just have a random collection accounts
in different places.
It's really just something
that the typical retiree is saying to themselves,
yeah, that's exactly what we have.
And then we're closing it with do any of these challenges
ring a bell with you?
Again, engaging them in the conversation.
Number three, the imports space.
Again, this is another example taken
from one of my clients.
We changed the name so that way
it anonymize it.
XYZ Imports works with large importers,
manufacturers and retailers
to source specialty food ingredients
out of South America.
Our clients tend to come to us
when they're frustrated
by an unreliable supply of goods
out of South America.
They have persistent quality issues
in their supply or lastly,
they're just finding it difficult dealing
with different cultures, languages and timezones.
Do any of those issues ring true to you?
Now you're probably listening to that
and saying I have no idea
what you're talking about.
Well, of course
but this client is not selling to you,
they're selling to importers
who really do have those issues
and so, again what we're doing
is we're laying out those challenges
that this type of a big manufacturer
that's having trouble with the South American culture
or issues, they're trying to figure this all out
and so, when they hear something like that,
they're like yes, that makes sense,
it's exactly what we're dealing with
and it engages them in the conversation
which again is why we finish any value proposition
with do any of those issues ring true to you?
Just engaging them, sucking them into the conversation.
Number four, the landscape space.
I have a client who runs a landscape organization
and this is something that we put together
and it's I think really kind of different
than your typical landscape type of a value proposition.
So, it reads something like this.
I am a horticultural strategist,
partnering with companies
to create green, organic work environments.
Our clients come to us
when they're worried that their appearance
has lost its wow factor,
they're frustrated with their existing provider's lack
of consistency in maintaining a green work space
or finally, they're concerned
that they're just no longer getting
the promised white glove service.
Do any of those services ring true to you?
Now again, this is a client
who is selling to large buildings
and developers and hotels, let's say
and so, it's mostly for indoor landscape work
and so, what they're doing is they're trying
to suck the potential buyer in
to the fact that they look around their space
and they're like this is not getting it done.
Another thing that you will notice
is that he used the term
that he's a horticultural strategist.
Now that's a mouthful
but what I like about that word
is that no one really knows exactly what that means.
In their space they'll know
that the word horticulture means
that it has to do with plants and landscape
but other than that,
it's not like a typical term,
so there's no way to immediately cut 'em off
and just put 'em in a box
and that's a really beautiful thing
that gets the prospect to open up right away.
Number five, the consulting space.
This is a value proposition that I took
from another of the clients in our forum,
in the Sales Strategy Academy Forum
and I really liked it.
He writes, we are a business strategy firm
that works with catering companies
to create a game plan
that dramatically helps them book more events
throughout the year.
Our clients come to us
when they've hit a wall and can't seem
to book more events.
They don't have time to seek more opportunities
or finally, they're just short of staff
to handle more volume without going insane.
Do any of those issues ring true to you?
What I liked about this one
and this is not one
that we really worked together on,
this was one that was developed within the community,
getting feedback in the forum
but I really liked it
because first of all, it laid out very specifically
who they work with
which is kind of niche, the catering space
and then it laid out problems
that really are going to connect
with your typical caterer
who's saying yeah, we don't have enough leads
or we're not getting enough events.
It's not even using the jargon of leads,
it's about events
and that's ultimately what they care about.
And so, this is something
that's really going to engage that right prospect.
Looking at your own value proposition,
how can you take these ideas
and lay out your value proposition?
Again, if you're not sure exactly
how to structure it, go back through
and copy that same structure.
There are the five value proposition examples
that you can copy and use
that engage prospects and close more deals.
I wanna hear from you.
Which of these ideas do you find most useful?
Be sure to share below in the comment section
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