Written By: Mareo McCracken
74% of buyers choose the company that is the first to add value. Here are four secrets to creating a value offer that only the best salespeople understand.
To stop losing sales, you must win the buying process. The best value will always win, and your value is determined by the customer. It is your job as a salesperson to help them understand the value that they might not be able to see, especially if price is a major buying factor.
A value proposition summarizes why a customer should use your product and defines the value they will receive. It is typically short and generic.
These statements can be powerful and impactful in the early stages of the buying process. The value proposition doesn’t actually add value; it might show the possibility but doesn’t add anything.
According to Tony Hughes of RSVP Selling, “Your value proposition must therefore be focused on specific and tangible benefits for the customer, and directly linked to the resolution of their specific problems or opportunities – the bigger the better.”
A value offer, on the other hand, is specific; it is account-based and tailored to each buyer. The value offer is used in the middle of the buying process.
Instead of being a sentence or paragraph, it can be multiple pages long if presented in a compelling manner. The value offer is a well-thought-out deliverable that adds immediate value to the buyer.
According to a study by Corporate Visions, “74% of buyers chose the company that was the first to add value.” To be the first one to add value, you must first have the necessary conversations. Therefore, you must reach out to people. Call them, message them on social media, go to conferences— just find a way to connect.
Once you make a connection and begin having sales conversations, you must then have the knowledge and process to give them something no one else can. Much of that will be in your value offer.
There are four main things you must do to make a great value offer.
It’s basically pointless to say that you are better than someone else, or your product is better. Let other people say it in testimonials. The more proof you show, the better. You can also use case studies, articles and third-party reviews.
How do you know what to prove? You ask your audience what is most important them. Then dig deeper. Then ask other people. Then ask your successful clients what helped them the most. Combine the findings, and you might then know what is important.
If you actually can add value, it should be fairly easy to prove it, since about half of all buyers feel that a majority of their providers do not add value, according to Gartner.
You already know the pain the prospect feels. So does everyone else. Now tell them why they feel it and how to solve it. If you can clearly articulate your prospect’s pain point and why they have it, you can provide a way to solve it that has not been tried or successful before. You can separate your value from everyone else’s.
In addition to solving the known pain point, you need to be able to help customers see hidden pitfalls – future problems that they can avoid if they address them now. This is where the insights become deeper. Show them a problem they did not know was out there. Then solve it.
Value is created when a need meets a deadline. When adding value, you have to make sure that your solution is actually valuable to the client. For example, as a B2B business, you’d do this by mentioning and using factors that need to be solved because they impact your client’s bottom line and will give them a competitive edge.
Showing how your product is different (and better) than a competitor’s product is a foundational step to showing value. Yet, the true value is added when you can then teach and explain how the execution will work.
Everyone focuses on the end result, but most people are scared because they are unsure of the process. Once they can connect you and your product with the actionable plan and road map to success, they will use you.
To bring it all together, you can put the four elements above into a video, a nicely designed brochure or even on a landing page branded specifically for the customer. Give them the information in the way they want to receive it.
Buyers often control the process, but you have the chance to provide them more value than anyone else does. You can reach out to them first. You can initiate the conversation.
As a salesperson, your only real job is to add value and help others. You have the power to provide them with a powerful solution, and creating a true value offer is one way to do that.
The more a prospect hears and sees your name, the more familiar you become to them and the more likely they are to engage. Learn how to bend win probability in your favor with our FREE ebook, The Seven Steps To Building Effective Prospecting Sequences.
Mareo McCracken is the Chief Revenue Officer at Movemedical, where he guides the sales, marketing,…
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