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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 prospec...
Benefits
Why do we do this?
Product
Company
Features
Functionality
What we say when talking with prospects
Very inward foc...
Interest
An Alternative ApproachValue
Pain
Qualify
Credibility
Objections
Prospect Focused
What we say when talking with p...
What is Value
• Transfer of an intangible attribute from one party to another that has a
positive net worth
• Could be at ...
Three Levels of Value
Technical Value
• Processes
• Systems
• People
Automation of manual processes
Improve performance
De...
Why Value is Important
• Improves your ability to get the prospect’s attention
– Communicating in a language the prospect ...
How to Communicate Value
Shift from Products to Benefits
Mobile Phone
Enables you to make calls
from anywhere
Car
Enables ...
Identifying Your Value
Step 1: Identify a product / service, or feature
Product / Service
or Feature
Function Technical Va...
Identifying Your Value
Step 2: Identify what your product does
Product / Service
or Feature
Function Technical Value Busin...
Identifying Your Value
Step 3: Identify how that helps from a technical perspective
Product / Service
or Feature
Function ...
Identifying Your Value
Step 4: Identify how that helps from a business perspective
Product / Service
or Feature
Function T...
Identifying Your Value
Step 5: Identify how that helps from a personal perspective
Product / Service
or Feature
Function T...
Identifying Your Value
Step 6: Repeat for additional products
Product / Service
or Feature
Function Technical Value Busine...
Identifying Your Value
Step 7: Summarize to arrive at your core value
Product / Service
or Feature
Function Technical Valu...
Creating a Value Statement
Incorporate a Value Statement
A statement that concisely summarizes how you help your
clients.
...
Creating a Value Statement
Value Statement Pitfalls
Company Description
I am with Alter Voice. We are the leading provider...
Creating a Value Statement
Short and Sweet Template
We help businesses to [insert technical, business, or personal value]....
Creating a Value Statement
Connect Technical Value with Business Value Template
We help businesses to [technical value] an...
Creating a Value Statement
Connect Technical Value with Personal Value Template
We help VP’s of Ops to [technical value] a...
Creating a Value Statement
Connect Business Value with Personal Value Template
We help VP’s of Ops to [businss value] and ...
Creating a Value Statement
Connect the Product with Value Template
We provide [insert product] and this helps businesses t...
When to use a Value Statement
• In any introduction
– Networking
– Cold Call
– Presentation
• Responding to objections
– W...
Take it to the Next Level
Apply an industry focus
We help businesses to improve their ability to effectively manage their ...
Take it to the Next Level
Apply an organizational level focus
We help businesses to improve their ability to effectively m...
Take it to the Next Level
Apply an department focus
We help businesses to improve their ability to effectively manage thei...
Key Takeaways
• Communicate value to get a prospect’s attention, make a better impression,
and communicate more effectivel...
SalesScripter
www.salesscripter.com
What do you sell? ___________
How does it help? ___________
What problems do you fix? ...
If You Want More Help
• Books / Ebooks
– The Cold Calling Equation – Problem Solved
– Do’s and Don’ts of Cold Calling
– Ho...
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How to build a value proposition that generates leads Slide 1 How to build a value proposition that generates leads Slide 2 How to build a value proposition that generates leads Slide 3 How to build a value proposition that generates leads Slide 4 How to build a value proposition that generates leads Slide 5 How to build a value proposition that generates leads Slide 6 How to build a value proposition that generates leads Slide 7 How to build a value proposition that generates leads Slide 8 How to build a value proposition that generates leads Slide 9 How to build a value proposition that generates leads Slide 10 How to build a value proposition that generates leads Slide 11 How to build a value proposition that generates leads Slide 12 How to build a value proposition that generates leads Slide 13 How to build a value proposition that generates leads Slide 14 How to build a value proposition that generates leads Slide 15 How to build a value proposition that generates leads Slide 16 How to build a value proposition that generates leads Slide 17 How to build a value proposition that generates leads Slide 18 How to build a value proposition that generates leads Slide 19 How to build a value proposition that generates leads Slide 20 How to build a value proposition that generates leads Slide 21 How to build a value proposition that generates leads Slide 22 How to build a value proposition that generates leads Slide 23 How to build a value proposition that generates leads Slide 24 How to build a value proposition that generates leads Slide 25 How to build a value proposition that generates leads Slide 26 How to build a value proposition that generates leads Slide 27 How to build a value proposition that generates leads Slide 28 How to build a value proposition that generates leads Slide 29 How to build a value proposition that generates leads Slide 30 How to build a value proposition that generates leads Slide 31 How to build a value proposition that generates leads Slide 32
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Building a value proposition can often be difficult – “What should I say that grabs the prospects attention and quickly tells them what I have to offer?”

This is tricky because there is usually so much to say. And our natural instincts usually pull us in the wrong direction leading us to talk mostly about our products and features. That is not VALUE.

This task is no longer an issue with this presentation. It will provide you with a methodology that gets to the key value that you offer and then helps you to use that to build out powerful value proposition statements.

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How to build a value proposition that generates leads

  1. 1. How to Build a Value Proposition that Generates Leads Michael Halper Founder and CEO SalesScripter
  2. 2. Traditional Messaging
  3. 3. Traditional Messaging
  4. 4. Traditional Messaging
  5. 5. 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”
  6. 6. Benefits Why do we do this? Product Company Features Functionality 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
  7. 7. Interest An Alternative ApproachValue Pain Qualify Credibility Objections 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
  8. 8. 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
  9. 9. Three Levels of Value Technical Value • Processes • Systems • People Automation of manual processes Improve performance Decrease time to perform work Improve reliability Business Value • Revenue • Costs • Services Improve revenue / market share / close rate Decrease cost of goods sold / labor cost Improve delivery of services Personal Value • Income • Career • Workload Increased bonuses, commissions Recognition and promotions Decreased/increased workload
  10. 10. 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
  11. 11. How to Communicate Value Shift from Products to Benefits Mobile Phone Enables you to make calls from anywhere Car Enables you to easily and quickly get to your destination Portable Music Device Enables you access a library of music from anywhere Products Benefits
  12. 12. Identifying Your Value Step 1: Identify a product / service, or feature Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment
  13. 13. Identifying Your Value Step 2: Identify what your product does Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels
  14. 14. Identifying Your Value Step 3: Identify how that helps from a technical perspective Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering
  15. 15. Identifying Your Value Step 4: Identify how that helps from a business perspective Product / Service or Feature Function 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
  16. 16. Identifying Your Value Step 5: Identify how that helps from a personal perspective Product / Service or Feature Function 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
  17. 17. Identifying Your Value Step 6: Repeat for additional products Product / Service or Feature Function 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
  18. 18. Identifying Your Value Step 7: Summarize to arrive at your core value Product / Service or Feature Function 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
  19. 19. 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).
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. 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.
  24. 24. 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.
  25. 25. 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.
  26. 26. 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?
  27. 27. 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. 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
  31. 31. 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
  32. 32. 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
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Building a value proposition can often be difficult – “What should I say that grabs the prospects attention and quickly tells them what I have to offer?” This is tricky because there is usually so much to say. And our natural instincts usually pull us in the wrong direction leading us to talk mostly about our products and features. That is not VALUE. This task is no longer an issue with this presentation. It will provide you with a methodology that gets to the key value that you offer and then helps you to use that to build out powerful value proposition statements.

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