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All Sales Articles > The Value of the Value Proposition!
The Value of the Value Proposition!
By Todd Cohen
Do you know what your value proposition is? Do you understand what impact a well-crafted and crisply delivered value proposition can have on your pipeline? If you are not sure, let me help you understand first what a value proposition is and then how to best use the value proposition for what you are selling!
A value proposition is a clear and concise statement that articulates the value of your product to a client, prospect or anyone who asks! A great value proposition is short and sweet and makes the point about what your product or service does for the client. It is not a recitation of features! Many sales reps think they are giving the right value proposition by quickly telling every feature the product has. The best sales professionals use a well crafted value proposition as a powerful sales tool and one that stimulates conversation and creates interest in the client’s mind.
Here are a few additional thoughts on creating a great value proposition:
- A great value proposition is a great competitive differentiator.
- A great value proposition can create valuable leads and referrals because it resonates with anyone, which helps people help you to network.
- A great value proposition can help improve the efficiency of the sales organization because everyone is saying the same thing!
- A great value proposition uses action words and has quantitative elements to it.
- A great value proposition creates clarity and understanding and help open doors to the right people.
A great sales professional delivers their value proposition with passion, conviction and belief! Further to my point, everyone in the company needs to be able to deliver the value proposition in the same way. Everyone is in sales!
Conversely, here are a few things to avoid in creating a value proposition:
- Over emphasizing the features of a product.
- Using vague language or vastly overused terminology.
- Not using enough action words to have a meaningful impact.
- Not using quantitative elements.
- Missing client input that does not incorporate what is important to a client.
Value propositions are sometimes referred to as an "elevator speech" and this is partially correct. I tend to think of an elevator speech as an opportunity to talk about what you do for a living- your personal value proposition if you will. In this case I want to make sure you are being a great sales professional by being able to create and articulate the value proposition of what you sell. Doing this right catches the ears and hearts of potential clients and hopefully will lead to more leads and CLOSED business!
As always, please let me know what you think!
Good Selling!
-Todd
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Todd Cohen recently presented to a group of Omnicare Clinical Research leaders on the topic of building a sales culture. Todd's thorough preparation for the meeting and his presentation were spot on to what we needed to energize our leaders about 'selling' our services, no matter what their role.
Todd's desire to understand his audience, his knowledge of the subject matter and his enthusiasm really showed. Meeting participants left the meeting referencing many of his points, and we continue to refer back to his advice in subsequent meetings and interactions. He really made an impact. I would highly recommend Todd as a presenter on this topic.
Mary Vila VP-Human Resources, Omnicare CRO -
Todd Cohen's program is WAY more than sales training! Todd instills a mindset and skill set that are far more powerful, meaningful, and lasting. His expertise - building sales culture - is about showing sales leaders at companies of all sizes how to multiply their sales effectiveness by harnessing the power of the entire organization and ALL its stakeholders in the pursuit of closing sales. Bigger sales. Better sales. More sales. THAT is the result of implementing Todd's strategies.
David Newman Marketing Speaker and President, Do It! Marketing -
Todd is the ultimate catalyst to grow a positive, highly-motivated sales culture within any organization. He's the perfect coach to build or strengthen teams. As a marketing professional, working with Todd was insightful!
Sue Watts Product Marketing, Shunra Software LLC -
Outstanding...very powerful! You came across well spoken, experienced, confident and most of all I felt like I wanted to hear more. I had no idea you were such a great inspirational public speaker with such a powerful message to deliver.
Russell Heid Manager, Deloitte and Touche, LLP -
I just read your whitepaper and found it to be the ABC's of successful selling. It applies to any selling and is an excellent paper! I will recommend it to my sales team for reading.
Mike McCann #1 Prudential Realtor in the USA -
Todd is as passionate about helping others as he is about selling. I would certainly recommend him for assistance in motivating others to achieve a sales objective, whether selling the value of a non-profit, any product or a service.
Craig Stabler Soliant Consulting -
Todd...is passionate about helping organizations build a "sales culture" that understands customer needs and develops an out of the box approach to the sales process.
Dr. Jean Wilcox, PhD Professor of Marketing, Temple University -
Todd is the consummate professional - his presentations are effective, to the point and entertaining. His demeanor is one of confidence that reflects years of experience and successful outcomes. He's also a terrific guy to work with.
Jerry Wolfe Partner, Nenko Advisors International -
Todd has an unusual combination of sales talents - he can sell (intangibles to the C-level? no problem here!), build and manage a sales department and train for success. Impeccable execution and classy style!
Dr. Janice Presser CEO, The Gabriel Institute -
I have worked with Todd and SalesLeader in connection with helping me to expand my client base. Todd readily wraps his mind around concepts and then uses that understanding to help you achieve your goals in an ethical manner.
Todd Ewan, Esq. Partner, Fisher and Phillips -
In a relatively short time, Todd has provided substantial value as both a sales leader and a personal coach. As a sales leader, he has proven abilities to bring a sales orientation to a technology startup business. As a personal coach, Todd constantly pushes to ensure that this entrepreneur stays focused on the things that will bring the company growth and results.
Chuck Sacco CEO, PhindMe -
I have known Todd for a long time and witnessed the results of his hard work, knowledge, and enthusiasm as a sales person, sales manager, and entrepreneur. Todd is results driven and is able to leverage his experience, knowledge, and professionalism to create, mentor, and manage winning sales teams. What is impressive about Todd is his ability to communicate to individuals and groups. I highly recommend Todd to anyone interested in improving their sales organization.
Reynold Guida Director of Product Development, Thomson Scientific -
Your seminar was quite an eye opener for me...Speaking for the Finance folk majority, your tips are invaluable.
George Daulerio Senior Finance Professional -
Todd is a sales visionary, a champion with a drive to connect with his customer and drive the performance of his sales team.
Oliver Picher Executive Marketing Consultant -
Just read your paper, it was great! Keep the wonderful info coming....Your work has helped me tremendously already! .... I have you to thank for that...
Chad Holland Independent Insurance Agent, AFLAC -
... your enthusiasm and passion for sales, marketing and networking is contagious!.....
Michael Hughes Executive Level Banking Executive and Adjunct Professor -
Todd, thank you for creating a wonderful resource for information to support professional services sales.
Mary Newman Search Consultant -
Todd succeeded in bridging the gap between a Silicon Valley start-up and an old-line 'white-shoe' firm, having the patience to lead us through a long sales cycle, building first a foundation of trust, before diving into features. He was always a welcome sight in the office. We found him to be consistently creative, personable and with the highest integrity.
Marco Parillo Senior Manager, IBM -
Todd Cohen is an extremely focused, hard working and intelligent sales manager.... He is a tireless sales asset and takes great pride in building successful, revenue producing sales organizations.
Jim Riely Owner, Brownstone Group -
Todd this is a very helpful site that really illustrates your strengths in Solution Sales.... I hope the industry will take advantage of your insight.
Jonathan Grant LexisNexis