Value Proposition Module Script Download

Transcription

1 Value Proposition Module Script Download CHAPTER ONE: INTRODUCTION In this session we will present a model that will help you create an effective value proposition statement; effective being defined as one that any other person gets your value and can explain it clearly and simply to any other person. The construction of our personal value message is critical yet it is simply the first of the building blocks in the foundation of our preferred practice. It is our message, however we still need to package it and then send it and to address these subsequent issues we have created the Presentation Styles and Interview modules. Once we know what our message is, how to package it and how to deliver it we will move to applying it in the cultivation of our professional networks whether they be referral points or resource providers. By creating an effective value proposition statement your tangible reward is that you will save your time by needing to deliver it once, and you will reduce the frustration that arises when you realize that another person doesn t receive your message the way you want! Your real reward: the other person appreciates 'you' and 'your value', and they are impressed with your communications effectiveness and the level of confidence you have of your service. MOST of us package our what we do message, in a format that describes HOW we deliver our value, rather than in a way that describes WHAT another party gets!

2 We should be asking ourselves: "Are we offering what people are buying?" In this session we will introduce and then work through a straightforward 3-step model in the creation of a listener-friendly way of delivering our message. The model is clear and straightforward and works with both the rational and the emotional aspects within each of us. To be succinct, we have a tendency to validate ourselves in two ways: We have a habit of talking from our point of view rather than structuring our message from the other person s point of view, and We use a rational justification, based upon our expertise, rather than working with the actual decision-making motivators the emotional! The message we send, with all good intentions, is received by another as equally succinct: It s all about me, and here is the evidence that you should value me! Understandably, most people will respond to a message like this in a less-than-positive way. What is viewed positively by all of us is respect. Therefore, our model will help us structure our message focus on the other party s ease of understanding rather than on our own ego. To begin, you may wish to take a moment and write your current value proposition in the workbook now. This will give you an excellent comparison for what you create later in this session. CHAPTER TWO: PREPARATION Before we start with the model, let's recognize just a few biases that may inhibit us during the creation of our value proposition: * we tend to start by equating ourselves with what we do others don t! * we want to talk about what we do from our point of view rather than another s others want to be engaged in a conversation

3 * we are attached to our educational credentials! others tend to view these as check-list items * we try to convince as opposed to inform others resent this, and * we feel a gap between how we see ourselves and how we want others to see us! These reflect what we feel is relevant the question and challenge that we are really facing is: What is relevant to the other party? Many of us have heard a story, or one like it, of someone with a reputation echoed in the quote: He s such a good salesman that he could sell a refrigerator to an Eskimo! Quick Question: How would you feel about being 'described' in this way? Many professionals have a visceral response to the idea of being seen as a salesman, let alone one who might be viewed as wearing a white belt and/or white shoes and this feeling has a direct impact on how we represent ourselves! In this situation, some of us are concluding that the salesman is slick and that somehow the buyer is being talked into something that they really don t want. This may be true, yet it may be very UNTRUE and our response highlights our own perspective rather than what might be reality. The approach: We will deliver a message to assist the listener understand why they may WANT what we offer, and this requires that we set aside what we WANT and focus on them! The model will help us deliver our own value message in a way that another party will be able to grasp, thereby increasing the probability that they will decide that YOU are a good or GREAT option for them to improve their own situation.

4 Result: Quality & Quantity or - more and better clients! A different, and positive Result: those who understand your value, yet find that the two of you aren t a fit, are equipped to explain to others WHAT you do and often can think of others who might want your services; this is the first step in building yourself a Team of Advocates who are able to advertise your value. We ll address the HOW TO DO THIS in a later module. APPROACH: We will have the best results if we create our VP in a way that assumes the party to whom we are delivering this is not a buyer, but a potential advocate. CHAPTER 3: GUIDELINES This will put the focus on our creating a statement that can now be delivered by the other person simply, clearly and with earnest! The model creation guidelines for effectiveness: clean, clear and crisp or to the point people decide emotionally, justify that decision rationally proving our value claim First hint: de-personalize our value from ourselves. Second hint: if we don t know and feel our own value, it is guaranteed that the other party doesn t! Third hint: we are working on a statement of value and in itself is only the first step in living your value for your clients keep this in mind as you evolve your value proposition - as you will find that in a year from now you will have refined it further.

5 Fourth hint: people incorporate new information in a linear fashion, and the moment the sequence disconnects from the listener, the message is lost. THE STRATEGY of this model: It is all about them! The focus is on what they want, recognizing how they incorporate information, and working toward equipping them to pass along your message! The model itself has 3-Steps and a quick overview is as follows: Step One - THE WANT! This first sentence addresses an emotion and from the listener s point of view can be defined as the WHAT DO I GET? Step Two THE HOW & WHY! This portion of the model includes a rational justifier relating to the delivery of the WHAT identified; this is usually done via our HOW we do this, and then we include a direct statement addressing the question the listener is asking: WHY YOU? Step Three THE SURE! Finally, we end with a statement that supports the proof that Steps One and Two are true! To make the creation of your VP statement easier, let s dissect each step into the separate parts and work our way through that. CHAPTER FOUR: STEP #1 STEP ONE: this is a general statement at a high level, focused on satisfying an emotion. We want our VP statement to begin by having the listener immediately relate to a specific emotion in a way that it defines for them.what EVERY CLIENT GETS.

6 The STRUCTURE of your statement is important to connecting with the other party: "I emotion being satisfied my clients' regarding their topical issue(s). For simplicity, let s start by listing just a few emotions to which we can all relate: Security, Comfort, Stability, and a reduction of Stress! Who of us doesn t want more of these? Here are a few examples of the layout: "I help remove the stress for my clients with their tax issues... "I secure my clients' and their family's financial affairs... "I simplify my clients' lives in regard to their estate planning... "I ease my clients' through their legal issues and headaches... Now, let s create a sample opening sentence for our Refrigerator sales fellow using STEP ONE: I give my customers a sense of comfort that their food is being preserved! This is short and to the point yet doesn t cause any confusion because it is a general statement to which you & I, AND the Eskimo can all relate, even IF we relate to it very differently! Now we wouldn t really expect a refrigerator sales person to talk with us in this way, as we would normally already be in a store looking at refrigerators. The point: we have self-identified ourselves to the salesperson as being motivated by something otherwise we probably wouldn t be looking and his or her challenge is to package the opening statement to reflect what emotion you are wishing to have satisfied.

7 The conversation might start with their asking you what prompted you to be looking and once that has been answered they now have the information required to position themselves, their role and their product to align with your point of motivation. Yet, it all comes down to food preservation, whether that be defined as a security issue by the Eskimo, or a food storage system for more urbane types! When we have created STEP ONE clearly, it becomes a perfect transition to what we want to talk about..ourselves and the HOW we go about our role!! CHAPTER FIVE: STEP #2 STEP TWO: the rationale: HOW & WHY This is the body of our value proposition if you will, as we want to factually state how we deliver our service and this can often be simply stated as our process. We want to present our information in a linear manner and we want to talk about the HOW before we get into the WHY. When the listener hears your connection as to how you deliver the WHAT, they likely move quickly onto "WHY YOU?" In most courses we have taken or in books which we've read, this is called the USP - or Unique Selling Proposition. The purpose for this part of your VP statement is to articulate - this is how I am DIFFERENT (in a good way) or this is where I FIT in my industry. Therefore, as the WHY ME is a personal claim it is important that the claim is both simple and factual and that it reflects your sense of values.

8 This should also be structured in a positive manner, rather than in a way that the listener may feel that you are referencing your competitors in a negative light. Remember: this is NOT a sales pitch, simply an INFORMATIONAL or POSITIONING statement that provides clarity to the listener. The goal is for the listener to understand where we are on the spectrum of service providers in our industry and how we are unique in the way that we deliver our service. So to recap: first part of STEP TWO: how do you deliver? second part of STEP TWO: why you? Let s walk through a couple of examples how STEP TWO might be created: Example 1 "For my clients, I create a plan that will address their specific tax planning issues. My practice is quite unique, as my discovery process works through both the factual and the motivational circumstances, allowing me to fully understand each client as a person. I play the role of strategist for each of my clients rather than the taking a tactical approach of working through their tax issues in isolation from their other financial objectives." Example 2 "For each of my clients I do the technical tax work myself and then coordinate the other specialists that are required for implementation of the tax strategy. My approach of moving beyond 'knowing my clients' to 'understanding them' results in the broadening of my service and gives my practice a more personal and individual focus.

9 These are simply a couple of samples, so let s go back to our Refrigerator fellow and see how he might structure his STEP TWO: The refrigerator is Polar Bear proof - via these features. What is unique is the ease and simplicity of use compared to hiding food under a pile of rocks! This is very simplified, yet gets right to the heart of the issue. Now that we have addressed the emotion, and have presented the rationale, we are set to move on. CHAPTER SIX: STEP #3 STEP THREE: the proof: SURE! In this sentence we want to state that what we have said previously is accurate. Delivering this in a quiet and confident way will tell the listener that we are a valid option in our field and that those we work with 'value' what we have previously stated. On a rational basis, it provides further evidence that they can 'share' with others and we have made it simple for them to do so. Let's work with a general type of proof statement, delivered in a couple of different ways. The statement: "My clients refer their friends and family members!" Unto itself it provides the listener with evidence that your existing clients are happy.

10 For some of us who are analytical types (read: engineers) the statement might be presented akin to: "83% of my clients have referred a new client to me during the past 2 years, and of those referred, I continue to work with 100% of them." For some of us not-so-analytical types (read: the rest of us!) the statement might be presented as: "As a consequence of my approach, my clients refer their friends and family members and my professional associates entrust their clients to me." Therefore, to review: 3 - Steps ERP if you like acronyms 1. Emotion - the WHAT! done to relate to the listener from their point of view - as in, what do THEY get! 2. Rationale - the HOW & the WHY! done to describe the role briefly and to differentiate us from others in the same role! 3. Proof - the SURE! done to support the previous two components and provide evidence to the listener that we are 'credible'. Once again let s return to our Refrigerator sales guy and how he might conclude his overall VP statement. "In the 32 years that we have been servicing our 118 clients in the north, we have yet to have a polar bear or any other wild animal 'crack' any of our refrigerators." This sentence is to the point and provides the Eskimo with evidence that what the sales guy said was credible.

11 CHAPTER 7: COMBINING the 3-STEPS With respect to our Refrigerator Sales Fellow, let s review how the combination of the THREE STEPS comes together in an overall statement: I give my customers a sense of comfort that their food is being preserved! The refrigerator is Polar Bear proof - via these features. What is unique is the ease and simplicity of use compared to hiding food under a pile of rocks! "In the 32 years that we have been servicing our 118 clients in the north, we have yet to have a polar bear or any other wild animal 'crack' any of our refrigerators." Now, let's go back to the original statement: "He's such a good salesman that he could sell a refrigerator to an Eskimo!" Using our 3-Step model, and from our just completed work here is how the 'sales-guy', may have come up with his statements. Step 1: I give my customers a sense of comfort that their food is being preserved! This indicates that he understands 'what the listener' might be interested in having. i.e. WHAT IS IN IT FOR HIM. The issue is security, not the way you and I might value it, but from a totally different set of measurements. The "security" in question in this case is from POLAR BEARS. Step 2: The tool is Polar Bear proof - via these features. What is unique is the ease and simplicity of use compared to hiding food under a pile of rocks!

12 The descriptor of the use of the refrigerator is simple to explain and the uniqueness is relative to the options that the Eskimo considers. While we are wondering about the capacity, the dependability and the power-usage of a new fridge, the Eskimo is wondering about the capacity, the dependability and the actual physical security of the unit! Step 3: In this case we need to address the ramifications of the refrigerator NOT living up to expectations - as the Eskimo's family will go without food! So, he will need to hear how we are going to ensure that our refrigerator will not become non-functional! "In the 32 years that we have been servicing our 118 clients in the north, we have yet to have a polar bear or any other wild animal 'crack' any of our refrigerators." Therefore, at this point we can now understand how the Eskimo is open to further discussion around a refrigerator as an alternative to his 'preservation' issue! It is all about his family of course, yet food is the issue in question. NOW.. How do you view the sales guy's approach?

13 CHAPTER EIGHT: IT IS ALL ABOUT YOU! Was he selling or satisfying a want? Your VP statement is more than simply a positioning statement it is about sending a message that you can help or not.. and that you are clear about what help you are able to provide. The real moral to the story: our audience is much larger than we think! Once that is understood, we can begin developing our own feel for how to package our message - and that is something that takes practice and a bit of time. The typical reason for not doing this previously isn't rocket science - we simply have used our own perspective and incorporated our own biases. As a contrast, let's look at a real-life example of an accounting firm and what they have come up with as an initial statement to help them move forward in building their statement: "We are here to take all the hassle out of our clients' tax lives... "We do this by taking a complete picture of their personal and business circumstances and then restructure these in an integrated way to maximum their tax-efficiency. "We are different in the general with our holistic approach and on the more tangible level - we have the downtown expertise delivered at a suburban price! "Because of this, our firm has doubled in size during the past 3 years due to all the referrals that we've received.

14 CHAPTER NINE: USING YOUR STATEMENT Now that we have created our own new value proposition statement, let s look at the PRACTICAL transition from creation to application. Some sample WHEN and HOW we use our new statements are as follows: 1: Networking events: this is the best known environment to test your statement - a new audience, not particularly friendly, but attending themselves with a purpose. Tell them what you do! Some call this the elevator speech and in some ways it is: Short and to the point as you are governed by a time-limit! 2: Introduction from another party: introduce yourself and help the introducer feel like they are not sorry that they provided the introduction! 3: Interviews with client prospects: If this is an initial meeting give the new audience a frame of reference and give them a sense that the meeting is about them, not you by saying what you do via your statement! If this is a second meeting start by reminding them what you do and if they didn t get the message the first time, (via your previous descriptor), they certainly will this time and will confirm for them why they are there talking with you again! 4: Meetings: Start when those in attendance are not all familiar with you and / or your role ease their minds: tell them what you offer! If you do a round table introduction and have an opportunity to introduce yourself take advantage of it Tell them what you do! End when you have attended a meeting and then mingle during a break or at the end position your statement vis a vis the purpose of the meeting. I m here, looking to get x from the session, as I help my clients

15 CHAPTER TEN: RECAP - Review, Reward, Action To conclude, let s identify what we have covered: TO REVIEW: 1. we are creating our value from the listener s point of view 2. we are present it in a linear, clear and simple way 3. we are packaging it to ensure that they can easily pass it along! YOUR REWARD: 1. TIME Say it once! 2. CLARITY Say it simply! 3. CONNECTION Say it well! YOUR TO-DO List: 1. Use the workbook to guide you in the creation process 2. Practice your statement on a variety of people and then ASK them what they hear! 3. Your litmus test: Deliver your statement to your mother! If she gets your value and can pass it along to her neighbor you are done! The level of our efforts in this module will be well compensated in our next one INTERVIEWING as it will allow us to productively align ourselves and our service with the issues of importance to a client or a new prospect.