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3 Ways to Improve Your Value Proposition...Right Now
By Mike Schultz and John Doerr
Every business pundit has said at one time or another, "There's no more misunderstood, argued about topic in business than <insert topic here>, but it's really not that complicated. Here's the secret to understanding it." The concept of value proposition falls into this same category.
On the one hand, it's a pretty simple concept to grasp. But like all simple, important concepts, it takes some thinking to understand it deeply and use it to your advantage. Let's first look at a definition of a value proposition, then we'll look at the three major components that comprise it so you can put it to work for you.
A value proposition is the collection of reasons why a person or company benefits from buying something.
This, at least, is our definition, and we put it in Professional Services Marketing (Wiley, 2009). Not everyone agrees.
From Investopedia:
What Does Value Proposition Mean?
A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings.
Continued...
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Not a Natural Born Seller? Here's What You Can Do About It
By Mike Schultz and John Doerr
If you're like many professional services providers, the thought of having to sell makes you anxious, distressed, and uneasy. After all you entered your career as a consultant, accountant, lawyer, or engineer because you are good at your craft. You didn't enter your career so you could one day become a salesperson.
Well, we're going to let you in on a little secret: As a service provider, you already have many of the skills you need to be great at selling.
However at some point in every professional's career they realize that if they want to advance in and make partner or break off and start their own practice, they need to bring in their own book of business. But you were never taught how to sell.
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The 10 Lead Generation Mistakes You Shouldn't Make
By Mike Schultz and John Doerr
Leads, leads, leads. Once the referrals and the circle of family and friends aren't enough to keep your firm growing, it's all about the leads. Yet, when it comes to generating leads, consulting firms get it all wrong in 10 very common ways.
Top 10 Lead Generation Mistakes
Avoid these common lead generation mistakes and you'll start to see your pipeline fill.
Lead Generation Mistake #1: Spending on marketing activities that don't produce ROI or are "vanity exercises" (e.g. excessive graphic design and image advertising).
Open up your local business journal, and without a doubt you will see an advertisement for a consulting firm trying to "generate awareness." This organization is "generating awareness" among the 25,000 readers who may (or may not) be targets for its services.
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| 6 Ways to Overcome Objections and Get Closer to the Close
By Mike Schultz and John Deorr
Your price is too high.
It's not the right time.
I don't need your service.
Those five simple words in each sentence can leave you feeling like you just got back from a high school dance: undervalued, rejected, and ignored. (Really, it's not you. It's me.) Any of these might cause you to back away when you hear them. With this attitude, it's no wonder so many consultants wilt upon the first sign of an objection. They shouldn't.
In fact, objections are often a hidden indicator of interest. They're always an opportunity to understand your prospect better, and more often than you might think you'll move him closer to the sale while you address them.
Objections can be overcome. Here's some insight into how. Continued...
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