Quick: why should your prospects choose you over your competitors? Did you draw a blank? Did you say “because we’re the best”? Would you get a different answer from your colleagues? If so, your biz-dev isn’t close to its full potential. Discover how big a difference the right answer can make in this presentation from our June session of Business Wise Insiders!

1. The Perfect Value Proposition:
Boost Your Leads With One Sentence

2. “Why should I buy
from you?”
POP QUIZ:
What do you say when
your prospect asks...

3. A VALUE PROPOSITION is a one-sentence statement that...
YOUR ANSWER = YOUR VALUE PROPOSITION
Speaks to a specific group
of people (your IDEAL
PROSPECTS)
Convinces consumers that
this product or company is
BETTER THAN OTHERS
on the market
Clearly identifies the
BENEFITS CONSUMERS
RECEIVE when investing in
a product or company
Guides every aspect of your
BIZ-DEV STRATEGY, from
prospecting to cold calling to
email marketing

4. “If I am your IDEAL
PROSPECT, why should I
BUY FROM YOU rather
than your COMPETITORS?”
THE “VALUE PROPOSITION QUESTION”
SOURCE: Flint McGlaughin, MECLABS

5. Speak to Your Best Prospects
STEP 1

6. “If I am your IDEAL PROSPECT, why should I BUY FROM
YOU rather than your COMPETITORS?”
We are your IDEAL PROSPECTS. We
are the MOST LIKELY to benefit
from what you offer.
When your value proposition
SPEAKS TO US, your message is
more FOCUSED and RELEVANT.

7. To define your IDEAL PROSPECTS, start with those you
ALREADY KNOW have a high likelihood of buying from you:
the ones that LOOK LIKE YOUR CURRENT CLIENTS.
THE “IDEAL PROSPECT” DARTBOARD
What do your
existing customers
LOOK LIKE?
Are they SMALL,
MEDIUM, or
LARGE businesses?
What
INDUSTRIES do
they represent?
Do they OWN or
LEASE their space?
BULLSEYE:
Your Ideal
Prospect

8. KEY POINTS
Define why your customers use what you offer
Speak to prospects with similar challenges / priorities
Not all relationships are equal; speak to your best prospects

9. Tell Your Prospects What They Get
STEP 2

10. “If I am your IDEAL PROSPECT, why should I BUY FROM
YOU rather than your COMPETITORS?”
I don’t really care about your
product. I care about my own
CHALLENGES and PRIORITIES.
Tell me how you’ll help me SOLVE
PROBLEMS or ACHIEVE GOALS, and
I’ll have a REASON TO BUY.

11. THE “WHAT’S IN IT FOR ME?” FILTER
What’s in it
for me?
WE are a fantastic sales &
marketing company.
WE have over 30 years of
experience in our field.
WE’RE the industry leader in
quality.
YOU use our product to find and
connect with your “hidden” local
prospects.
YOU work with an experienced team
to create a biz-dev strategy proven to
work in your local market.
YOU have access to a team of local
researchers for trustworthy business
listings, updated daily.

12. KEY POINTS
Be clear, but be specific; too simple = bland
Benefits should be relatable and attainable
Your customers see the value; use their words

13. Be Different (and Better)
STEP 3

14. “If I am your IDEAL PROSPECT, why should I BUY FROM
YOU rather than your COMPETITORS?”
Even if you give me a reason to act, I
may still be able to get the SAME
VALUE from SOMEONE ELSE.
If you explain to me why you offer
UNIQUE VALUE, you’ll narrow my
choices down to one: YOU.

15. CAN MY COMPETITORS SAY THE SAME?
For every claim you make about your product, ask yourself “CAN MY
COMPETITORS SAY THE SAME THING?” If the answer is yes, exclude
it from your Value Proposition.
Our database includes locally researched
business listings for Atlanta, Charlotte,
and Dallas-Fort Worth.
We offer fantastic
customer service.
I can say that too!
I can’t say that...
WEAK VALUE PROPOSITION
STRONG VALUE PROPOSITION

16. KEY POINTS
What is your added value? How do you do it better?
Is what you offer used in a unique way?
Need ideas? Ask your customers: “Why did you buy from us?”

17. Boost Your Biz-Dev
STEP 4

18. “If I am your IDEAL PROSPECT, why should I BUY FROM
YOU rather than your COMPETITORS?”
Got your value proposition ready?
Now share it with us EVERY
CHANCE YOU GET.
If we don’t see your UNIQUE VALUE
in EVERY INTERACTION, we’ll walk
right by.

19. Here are 4 WAYS a good value proposition can BOOST YOUR BIZ-DEV:
ELEVATOR PITCH
A slightly longer version, for
when you already have your
PROSPECT’S ATTENTION.
EMAIL MARKETING
Give your prospects a
REASON TO CLICK. Explain
your offer’s benefits.
COLD CALLING
Finish the sentence, “THE
REASON I CALLED...” for
more successful cold calls.
YOUR WEBSITE
Feature a concise value
proposition at the TOP OF
YOUR HOMEPAGE.
YOUR VALUE PROPOSITION IN ACTION

20. KEY POINTS
Your value proposition must be front and center
Create a core value prop., but modify it for different settings
Ask yourself: Why act? Why now? Why us? Why trust?

21. INSIDERS

22. © Business Wise Inc. 2017
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