WEEKLY CHALLENGE-VALUE PROPOSITION
COMPLETE BY FRIDAY
Complete at least one task from the options below and report back your results through the survey link provided in your weekly email.
Option 1 (Easy) - $5 Burger Night
Deciding where to eat dinner? Looking to solidify plans this weekend? Find 2 real-life scenarios to practice crafting a value proposition that is benefits focused over features! Whether convincing or not, tell the group page how it went and share your features turned benefits value prop.
Ex. “We’ll save $10 tonight eating a burger” becomes a big picture benefit statement like, “We can have a delicious burger, pocket some cash and use that towards our upcoming trip next month!”
Option 2 (Medium) - S.A.V.E. Data
Write down the three data insights you use most often with prospects. For each one, construct a supporting sentence that has a visual and emotional impression. Connect that data insight back to something your audience already knows to help them relate to it faster. Report your 3 new sentences (with the associated data insight) in the survey link.
Option 3 (Hard) - Benefits > Features
In three emails this week, use a “big picture” benefit in the subject line of the email.
Option 4 (Expert) - 60/30/3
Pair Up with a colleague doing the same task. Take the most common product in your portfolio and create a 60 second pitch that includes 2 components: S.A.V.E. Data Insight and Benefits over Features. Next, trim your pitch to 30 seconds. In a 30-minute meeting with your colleague, bring your 30 second pitch and follow the below structure:
- Partner A delivers 30 second pitch
- Partner B gives feedback: 2 positives and 1 improvement
- Partner B Delivers 30 second pitch
- Partner A gives feedback: 2 positives and 1 improvement
Now, take your partners pitch and work it down to the 3 sentence version and deliver repeating steps 1-4 above.
WEEKLY TIPS TO HELP YOU ALONG THE WAY
A brilliant value proposition is a winning formula of benefits focused, data driven and client centered.
Captivating your audience is an art as much as it is a science. With all the experience and content swimming in your head, be sure you are armed with full and abridged versions of handy examples or client success stories. In sales, you’ll most often be telling the 30 second version with a powerful punch-line. Don’t waste a word! And if you’re unsure which version to deliver, ask the client. By giving them what they want, you’ve built trust and shown your expertise as a storyteller.
BENEFITS OVER FEATURES
A strong value proposition should be benefits focused more so than features driven. Both are beneficial but, just like the primer before a coat of paint, Features are only your first coat - they make everything else stronger, smoother and let the color pop.
After you share the Features, immediately get into the Benefits because like your color coat, that’s what people are paying for!
OPEN WITH INSIGHT
Data is King! Yet data can also be overwhelming. How can we deliver it in an impactful way?
When you use data well and position your insights in a way that is visual and emotional, the value is obvious to the client. As review, here are the golden rules when applying data to your value proposition - follow these and S.A.V.E your client interactions from data driven uncertainty!
Simple: One simple, powerful statistic is more memorable than 10. Find one that has impact and is relevant to the conversation.
Accurate: Make sure your data is accurate and specific. Know where the data comes from - is it an internal finding, external research paper, your friend at the bar?
Visual: Our brains retain more information when it’s also delivered visually.
Emotional: People don’t remember what you say, they remember how you made them feel.
PUT IN THE REPS
Every time you’re on camera, you’re getting stronger and stronger. You gotta put in the reps, you gotta put in the work. Each time you’re getting more and more comfortable. Big presentation coming up? Don’t practice in front of the mirror; practice in front of the camera. The camera is always the best coach. You’re always learning things from the camera. Always train yourself to see the positives first!