Value Propositions = Benefits
I just finished listening to an interview with author Jill Konrath on the B2B Lead Generation Blog. Her book, Selling to Big Companies explains the same good things we use to build winning proposals.
For example, she promotes Value Propositions built around your prospect. My clients recognize this as the same as a Benefit Statement. In order to do this properly, you’ll need to know the issues of their BUGS and their CASE.
I knew I liked Jill as soon as I heard her say she hates “Unique Selling Propositions.” In my opinion, unique selling propositions are right up there with elevator pitches to market/sell complex programs. The time wasted focusing on describing your core competencies to a prospect is better spent researching the “pain points” (issues) so you have something worthwhile to offer a prospect. Worse, is when the “Unique Selling Proposition” focuses on the difference between you and the competition. Ugh.
The competition is never the reason you lose a proposal. The reason you lose is that you didn’t have the best solution, described in a way all the stakeholders could adopt.
Focus First on the prospect/client/customer.
Reader (RSS)
Email