Your Sales Value Proposition Must Have F.O.R.M. (Part 3 of 4)

Crafting your sales value proposition or "elevator statement" well is perhaps the most crucial element in a systematic business development program.  If done well, it becomes the foundation for all of your branding, networking, and other marketing efforts. 

It actually changes the direction that your conversations go with prospects and clients!

If done well, it has F.O.R.M.

It is Focused.  You Own It.  It is Relevant.  And it is Magnetic.

Being Relevant

To be relevant to your audience in business, your value proposition must promise, to do one of the following things.

1. Make money for your prospect
2. Save money for your prospect
3. Minimize a negative emotion such as fear
4. Maximize a positive emotion such as joy, pride, or peace of mind
   

Here are some small business examples:

Suzanne Hull of Contemporary Business Solutions will make money for you by helping you to promote your next event with social media and at the same time save you money because promoting with social media can be very inexpensive.

Mike Sansone of Converstations will make money for his clients by helping them to attract a community that follows their business on-line.

Nathan Wells of Mass Mutual Insurance minimizes the fear of his business clients that they may not be able to retain their key employees as the economy heats up and hiring takes off.

Todd Guske of Guske & Associates promises feelings of joy and pride by producing highlight films for high school sports in addition to his video production for corporate clients.

Being Relevant is generally easier than being Focused and Owning It.  Just make sure that you are communicating the value of what you do rather than just describing what you do.

Comments

[Suzanne Hull]

Continue to learn in your Sales Habitudes Practice group. If your readers aren't already engaged with you here, they'd better sign up. I've discovered many things about myself and my business.

[Jeff Garrison]

Suzanne, Thanks for the comment about the Sales Habitudes Practice Group. We've got another eight weeks to go. Looking forward to your thoughts come April.