How to Build Your Value Proposition

Michael Halper

Founder and CEO

SalesScripter, LLC

Traditional Messaging

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 prosepct’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

du

ct

Co

mp

any

Fea

ture

s

Fu

nct

ion

alit

y

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

Inte

rest

An Alternative ApproachV

alu

e

Pai

n

Qu

alif

y

Cre

dib

ility

Ob

ject

ion

s

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

Value

What is Value

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

• Some examples of delivering value:– Improving processes– Helping to save time– Helping to save money– Helping to make money– Providing valuable information– Making someone’s day easier

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

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

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.

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.

Creating a Value Statement

Connect Business Value with Technical Value Template

We help businesses to [business value] and do this by [technical value].

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 the Product with Value Template

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

Messaging Workflow

Product

Value

Pain

Qualify

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• The Cold Calling Equation – Problem Solved

– Available on Amazon - $15.95

• Web-based training program– Week 1: Ideal Sales Process and Communicating Value– Week 2: Finding Prospect Pain– Week 3: Ideal Prospect and Qualifying– Week 4: Dealing with Objections and Getting Around the Gatekeeper– Week 5: Building Rapport, Interest, and Credibility– Week 6: Generating Leads and SalesScripter Overview– Week 7: Improving the Connect Rate– Week 8: Inner Game– Week 9: Managing Prospecting Meetings and Managing Sales Cycles– Week 10: Improving the Close Rate and Disqualifying

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

• SalesScripter Demonstration – Every Thursday