From Value Proposition to Value Statement

We need a value proposition! This was recently the profile of requirement of the HR department of a potential customer. The objective: more new customers! … and sales should learn to assist customers with the „value proposition“ in their buying efforts. … by repeatedly using the proposition!
So! Such a value proposition that solves all the sales problems properly!
A well formulated value proposition makes sense to start a dialogue with customers. To agree to an appointment customers want to know: What are you doing? What is the impact or result? Does it make sense to invest time? First impression counts and only a positive impression lead to a meeting!
A ’standard‘ value proposition that lasts the entire sales process is nonsense. Customer relationships and the needs evolve dynamically. Secondly a static value proposition tempt sales people to cling to the „blissful value proposition“ and to reduce brain usage. Customers confirm often that they struggle with many „value propositions“: …  how does it relate to my situation?
So how should a dynamic value proposition look like, which can be „nurtured to grow“ in the course of the dialog process to a confirmed value statement?
The question you need to ask yourself: What should the customer think of me and my company when we have finished the dialog?
Our „value statement“ must develop a clear picture in the mind of the customer, what we do and how we deliver:

  • What are the objectives of customers working with us?
  • What problems had to be solved on the way to achieve the objectives?
  • What are our unique and differentiated capabilities?
  • What values and benefits have been achieved?

Our dialog partner is only then able to develop a comprehensive perspective he can translate in its concrete world, when all issues are covered in the value statement.
Besides, our dialog partners want to know if we have market knowledge and what we typically recommend to do. The coherent worded value statement creates credibility which will open further doors – especially the decision making authorities. In addition, credibility is important to get the information we need for a meaningful, differentiated and accepted value statement.
Reference stories and a „proof of concept“ procedure round up your credibility and address the security needs of your customer to be convinced to speak to the right partner.
How does your value proposition look like? Static? Dynamic? Does it develop a picture in the mind of your buyer? What are your experiences?

I look forward to the dialog with you!

Your sincerely, VALUEmatters


Autor: Helmut Stang

Ich bin seit mehr als 30 Jahren vertrieblich unterwegs und habe gelernt, dass für Kunden tatsächlich nur eines zählt: VALUE! ...oder in Deutsch: Mehrwert, Wertschöpfung! Ich spreche heute 'Value' als Dialekt neben Deutsch, Englisch und meinem schwäbischen Mutterdialekt. Mit dem VALUEmatters Blog möchte ich meine Erfahrungen mit Menschen teilen, denen in Kundengesprächen die Frage gestellt wird: Warum soll ich bei Ihnen kaufen? Wer 'Value' spricht wird dann die Antworten liefern können, die für den Gesprächspartner entscheidend sind.

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