Your Bulletproof Selling Resources Are Below
You Said It Was Important - Here Are Your Sales Systems On
Improving Value Proposition/Messaging
FROM BULLETPROOF SELLING:
Chapter 5: Systemizing Value
Trigger: Standing up a Bulletproof campaign system.
Bulletproof Impact of This System: Understanding how your product or service creates change in your clients’ lives and businesses. Allows your salespeople to expand their potential customer profile across industries, identify the most pressing need in their prospect’s lives, and position your product or service as a solution. Overcomes the ‘show up and throw up’ method of selling and positions salespeople for strategically oriented, solutions-based sales.
This is an exercise that is essential for entrepreneurs and those providing intangible services, but it’s also valuable for product-based sales teams to examine the actual value provided by what they sell. It’s these value statements that will form the bulk of sales scripts, generate discovery questions, and improve the closing ratio of proposals (all systems we’ll reveal in coming chapters).
It’s an old adage that people don’t buy features – they buy benefits. Yet few sales teams, and even fewer solopreneurs, take the time to define the value their product or service provides, and even fewer prioritize communicating that value in their sales conversations. Because we’re preparing salespeople for the most challenging environments they might encounter, it’s not enough to just train them on remembering product specs. They need to be versed on the solutions their products or services provide and be able to communicate them to busy, distracted decisions makers. Instead of assuming prospects want to know all the features of a product or service, Bulletproof salespeople take the time to learn about their prospects’ needs first. Only when a clear match between prospects’ goals and a way their product or service can deliver the solution should salespeople attempt to sell.
Let’s examine how to do that for what you’re selling so we can get to the heart of the value your company’s products or services provide. That value will be woven into all of the sales conversations, outreach systems, templates, and marketing material that we’ll walk you through creating in upcoming chapters.
Start by mapping out the below columns and their titles on the top of a sheet of paper. Set aside an entire sheet as you’ll need the space: