How to Build a Value Proposition that Generates Leads

Michael Halper

Founder and CEO

SalesScripter

Traditional Messaging

Traditional Messaging

Traditional Messaging

What is wrong with this picture?

• We are all a little self-serving and this caters more to our interests than the prospect's• A prospect might not care yet about your company and all the great things it has

going on• A prospecting might not really understand what your product/service is and does• This does not build interest, curiosity, and intrigue• It does not tell the prospect how you can help them• This can trigger guardedness – “Uh oh, sales person trying to sell something”

Ben

efit

s

Why do we do this?

Pro

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any

Fea

ture

s

Fu

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What we say when talking with prospects

Very inward focused – me, my product, my company

• Foundation of knowledge• Focus of training• Wealth of experience• Where we have interest• What leads to us getting

paid

• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations

It is what we are trained to do

Inte

rest

An Alternative ApproachV

alu

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Pai

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Cre

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Ob

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Prospect Focused

What we say when talking with prospects

• Get outside your comfort zone

• Identify how you help • Focus on the problems

that you solve

• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations

What is Value

• Transfer of an intangible attribute from one party to another that has a positive net worth

• Could be at a personal level:– Making someone laugh– Teach someone how to do something– Being a good listener– Providing security– Making someone’s day easier

• At a business level:– Helping a business to save money– Helping a business to make money– Proving valuable information– Making someone’s day easier– Helping to save time

• It is not your product, it is what your product helps your clients to do or to achieve

Three Levels of Value

Technical Value

• Processes• Systems• People

Automation of manual processesImprove performanceDecrease time to perform workImprove reliability

Business Value

• Revenue• Costs• Services

Improve revenue / market share / close rateDecrease cost of goods sold / labor costImprove delivery of services

Personal Value

• Income• Career• Workload

Increased bonuses, commissionsRecognition and promotionsDecreased/increased workload

Why Value is Important• Improves your ability to get the prospect’s attention

– Communicating in a language the prospect understands– Shifts from an “all about me” approach to “all about them” approach– Talking to prospects that might not be in shopping mode– Gives the prospect a reason to listen

• Greatly improve the impression that you make– Seem more knowledgeable, polished, experienced– Stand out from the average sales person

• Improves ability to build the prospect’s interest

How to Communicate Value

Shift from Products to Benefits

Mobile PhoneEnables you to make calls

from anywhere

CarEnables you to easily and

quickly get to your destination

Portable Music Device

Enables you access a library of music from anywhere

Products Benefits

Identifying Your Value

Step 1: Identify a product / service, or featureProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Identifying Your Value

Step 2: Identify what your product doesProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Identifying Your Value

Step 3: Identify how that helps from a technical perspectiveProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Decreases time spent ordering

Identifying Your Value

Step 4: Identify how that helps from a business perspectiveProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Decreases time spent ordering

Decreases staff and labor costs

Identifying Your Value

Step 5: Identify how that helps from a personal perspectiveProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Decreases time spent ordering

Decreases staff and labor costs

Improves work life balance

Identifying Your Value

Step 6: Repeat for additional products Product / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Decreases time spent ordering

Decreases staff and labor costs

Improves work life balance

Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options

Identifying Your Value

Step 7: Summarize to arrive at your core valueProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment

Automatically submits orders to vendors based on inventory levels

Decreases time spent ordering

Decreases staff and labor costs

Improves work life balance

Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options

Inventory management software

Manages inventory levels and orders

Improves the ability to manage inventory

Decreases inventory and labor cost

Improves compensation potential

Creating a Value Statement

Incorporate a Value Statement

A statement that concisely summarizes how you help your clients.

Product Introduction Statement:We sell a web-based project management software solution that is easy to use and designed specifically for the construction industry.

Value Statement:We help businesses to improve their ability to complete projects on-time (technical value) and that can often lead to a decrease in costs (business value).

Creating a Value Statement

Value Statement Pitfalls

Company Description

I am with Alter Voice. We are the leading provider of telecommunications and have the most reliable wireless network.

Products / Feature Focus

We have a full portfolio of heavy duty tractors. Our equipment is construction grade and has a five year warranty.

Getting too Fancy

We are the industry leading provider of pipe connection solutions. Our cutting edge solutions help to unify ventricular flows to optimize strategic liquid placement and transportation.

Creating a Value Statement

Short and Sweet Template

We help businesses to [insert technical, business, or personal value].

We help businesses to improve their ability to effectively manage their inventory levels.

We help businesses to decrease cost of goods sold and administrative time.

We help VP’s of Operations to hit there quarterly productions targets.

Creating a Value Statement

Connect Technical Value with Business Value Template

We help businesses to [technical value] and this often leads to [business value].

We help businesses to improve their ability to effectively manage their inventory levels and this often leads to a decrease in cost of goods sold as well as administrative time.

We help businesses to decrease in cost of goods sold as well as administrative time and do this by improving their ability to effectively manage their inventory levels.

Creating a Value Statement

Connect Technical Value with Personal Value Template

We help VP’s of Ops to [technical value] and this often leads to [personal value].

We help VP’s of Ops to improve their ability to effectively manage their inventory levels and this often leads to them being able to consistently hit their quarterly production targets.

We help VP’s of Ops to consistently hit their quarterly production targets and do this by improving their ability to effectively manage their inventory levels them being able.

Creating a Value Statement

Connect Business Value with Personal Value Template

We help VP’s of Ops to [businss value] and this often leads to [personal value].

We help VP’s of Ops to maximize the production capacity and this often leads to them being able to consistently hit their quarterly production targets.

We help VP’s of Ops to consistently hit their quarterly production targets and do this by improving their ability to maximize the production capacity.

Creating a Value Statement

Connect the Product with Value Template

We provide [insert product] and this helps businesses to [insert technical, business, or personal value].

We provide inventory management software and this helps businesses to improve their ability to effectively manage inventory levels.

We provide inventory management software and this helps businesses to decrease their cost of goods sold and decrease administrative time.

We provide inventory management software and this helps VPs of Ops to consistently hit their production targets.

When to use a Value Statement

• In any introduction– Networking– Cold Call– Presentation

• Responding to objections– What is this call in regards to?– Is this a sales call?– Are you trying to sell something?

Take it to the Next Level

Apply an industry focus

We help businesses to improve their ability to effectively manage their inventory levels.

Replace “businesses” with an industry label

We help manufacturers to minimize production interruptions.

We help retailers to minimize any product shortages.

Take it to the Next Level

Apply an organizational level focus

We help businesses to improve their ability to effectively manage their inventory levels.

Replace “businesses” with an title

We help operations managers to minimize product order errors.

We help VP’s of operations to maximize the production output.

Take it to the Next Level

Apply an department focus

We help businesses to improve their ability to effectively manage their inventory levels.

Replace “businesses” with an department label

We help VP’s of operations to maximize the production output.

We help VPs of finance to have more visibility in the per piece average unit cost.

Key Takeaways • Communicate value to get a prospect’s attention, make a better impression,

and communicate more effectively

• Value is not your product, it is what your product helps the prospect to do

• Identify the different types of value that you offer

• Create a value statement that clearly and concisely explains the value that you offer

• Use your value statement to make introductions more powerful

• You can get more granular by focusing on industry, title, department

• Use your value statement to redirect objections

SalesScripter

www.salesscripter.com

What do you sell? ___________

How does it help? ___________

What problems do you fix? ___________

What questions should you ask? ___________

1. Asks all the key questions 2. Maps answers to document library

If You Want More Help• Books / Ebooks

– The Cold Calling Equation – Problem Solved– Do’s and Don’ts of Cold Calling– How to Get around Cold Call Objections– How to Build a Value Proposition that Generates Leads– How to Build Sales Campaigns that Sell

• Videos – Dozens of how to videos and slide decks

• 10 week web-based training program

• One-on-one sales coaching and consulting

• SalesScripter– www.salesscripter.com – Walk-through services available