We’ve all heard the old saying, “Beauty is in the eye of the beholder.” When it comes to business, the same could be said of value as well.
Value is in the eye of the beholder. In business, the “beholders” are your clients and prospects. How do you find out what your prospects value?
Over the years, I have written dozens of success stories. Before I talk with the client, I get the back story from the sales rep. When I do this, I will ask the rep why the client chose to work with them.
Nine times out of ten the rep confidently says, “Because we saved them money.” When I interview the client and ask why they said “yes” to the company, they usually rattle off a list of outcomes they are enjoying. Rarely do I hear a client say, “Because we’re saving money.” If they do, it is usually one part of a longer list of value.
The value you bring is not so much in the products and services you sell but in the outcomes that you deliver. Your goal is to understand the outcomes your buyers want.
This is why it is so critical to understand your clients and prospects before you try to craft value proposition.
How can you do this?
- Do some case study interviews.
- Ride in the field with your sales team and listen to what people are saying.
- Read the books and blogs your prospects read.
- Take your best clients to lunch and ask.
Remember, value is in the eye of the beholder. Understand the outcomes that your prospects and clients want. Then, you’ll be able to communicate value with a focused message in a way that resonates.
ABOUT THE AUTHOR:
Darrell Amy is a growth architect, with a unique perspective on how to grow revenue. Most books are written from the perspective of either sales or marketing. Darrell brings both together to help companies develop and implement strategies to grow.
Darrell’s passion is to make the world a better place. Serving on the board of several non-profits, he has a front row seat to see the impact of financial gifts from successful businesses. Out of this, he helped launch the Grow4Good movement with the goal of helping 10,000 great businesses double revenue so they can grow employment while also giving back to their communities.
Over the past 25 years, Darrell has been deeply involved in both sales and marketing. He has worked with hundreds of companies ranging from Fortune 100 organizations to local family-owned businesses. During that time, he’s trained thousands of sales people, most recently creating solutions sales training for a global technology company. He’s started several digital marketing agencies, helping companies implement inbound marketing strategies.