Tag: Value Proposition

Have you ever had a client ask you, “What should I tell others about you?” And did you have a very simple answer for them; an answer that they would remember and effective enough to compel someone to want to meet you? This is a perfect example of where the phrase less is more might be applied.

Your prospects want to know if you’re right for them. With that said, if you’re going to talk about what makes you different, I suggest you find something that actually sets you apart from other advisors.

If you want to attract and win more right-fit clients, you must ensure that the information you are conveying to the world about your value is, in fact, what you intend to communicate. Here are 9 questions that will help you to both assess your value, and create an action checklist to focus your messaging.

Niche Marketing… Target Marketing… Vertical Marketing…

These are not a new concepts to you. BUT, are you truly leveraging the substantial power of niche marketing to find more clients to serve, more revenue to generate… and more dollars in your bank account?

While there are many benefits that you can experience by narrowing your marketing focus, most of them fit under the umbrella of these 3 big benefits…

If someone promoting their product or service asks me “What keeps you up at night?” one more time I’m going to go on a rant. Okay… too late. I’m on that rant now.

STOP asking weak “platitude questions” that don’t further the conversation, provide value, or grab your prospect’s interest.

Our brains are processing thousands of pieces of information every minute. And this, by the way, consumes a tremendous amount of energy. One way our brain attempts to minimize its energy consumption is by always asking the question, “Is this relevant? Do I need to pay attention to this? No? Great. What about this? A threat? An opportunity? And so it goes every waking minute of our lives.

I submit, therefore, that the most important ingredient in getting and keeping someone’s attention is relevance.

(+ Bonus Video Included)

You’ve heard of Zombie Apocalypse? How about Prospect Apocalypse? This is when you have an interested prospect that becomes increasingly unresponsive. You’re not sure what to do next and eventually you feel like you’re trying to resurrect the dead.

You’ve heard the expression, “Timing is everything!” Sometimes that’s true. And without some basic processes and tools in place, your process will slowly lose momentum and way too many great prospects to fall slip through your fingers. [Or ‘fall through the cracks’ or some other zombie reference without over doing it.]

So assuming your incredibly relevant and compelling value proposition didn’t create an instant desire to work with you, this article contains a list of 10 powerful ideas you can employ to increase your chances of being in the right place at the right time and turning an interested prospect into a new client.

In last weeks’ blog, I announced that I’m writing a new book. (Gulp!) One of the working titles is The Ultimate Value Proposition. While this may not end up being the final title of the book, it certainly will be the main thrust.

Being different or unique can help you grab the attention of some prospects. But “what makes you different” is NOT what makes you compelling – moving a prospect to take action. Being unique or different is NOT what will win you a new client.

Expanding on what I started last week, below are the 5 elements of a value proposition designed to win new business. This is by no means an exhaustive list, I think you’ll see that these elements are all interrelated and important.

Marketing experts are always talking about how we must have a Unique Value Proposition, or Unique Selling Proposition, look different in the marketplace, or accentuate what makes us distinct.

Indeed… sometimes we need to define and accentuate our differentiation to catch the attention of our prospects and others who are important to our business.

But differentiation, distinction or uniqueness isn’t the end game.

The end game is moving someone to take action… to respond to our email or voice mail… to grant us an appointment (phone or in person)… to do business with us… and to follow our recommendations.

Every part of your value proposition should be built for two purposes – that continually work together…

Tell me if you’ve ever experienced this…

You’ve connected with your new prospect. You believe you can bring real value to -them. They seem to agree. But then… crickets. They keep putting you off. Or worse, they stop returning your emails or phone calls without a word of explanation. You don’t want to be a pest, but “What the heck?”

What went wrong? Why didn’t your prospect follow your recommendations?

Could it be that your prospect didn’t have a sense of urgency to act? And you didn’t help them?