The 6 C's of a Compelling Value Proposition That Drives Sales

Bill Cates
Bill Cates




If your prospects are not returning your message or your referral seem to go nowhere, then perhaps you are not providing them with a compelling reason why they should respond.

On May 23rd I’ll be hosting a free webinar designed to help you develop and communicate a compelling value proposition. While there are many things to consider in developing a compelling message, today I’d like to address 6 critical elements that should be present whenever you talk about your value. 

6 Essential Elements of a Compelling Value Proposition

If you want the most effective Authentic Value Proposition™ possible, then as you craft your messages to prospects and clients (email, voice mail, appointment, website, etc.), make sure your messages fit these six essential criteria. Or, if you're a visual learner, this video can help.

The 6 C's of Effective Value Propositions

1) Concise

Learn to express your value as concisely as possible. And, yes, you can have different versions of different lengths. 

2) Clear

Make sure your value statement is free of industry jargon and complicated sentence structure. Run your answers by people who have no knowledge of your industry or products.

3) Conversational

You’re talking to a person, not submitting an essay to your English teacher. Write informally, while still following the basic rules of grammar (or at least most of them). 

4) Client Benefit-Oriented

Try to think past features and advantages to the benefits with which your clients will identify. For instance, how long you’ve been in business is not a benefit.

Turning a feature to a benefit usually requires saying something like, “Which means to you…” (Or similar phrase such as, “So therefore…”). Think about how your buyer will use the feature, what they're likely to get out of it, and how it will help their business, then put that in your value proposition.

5) Convey Emotion

People make the decision to work with you or refer you to others based mostly on how they feel about you -- the work you’ve done and who you are as a person. Help this process by using emotional words when you can. Words such as: safe, secure, fear, confidence, risk, dreams, mistake, turnover, profit, commitment, loyalty, and gap.

6) Cite Examples 

Specific examples of what you do, how you do it, and who you do it for bring your value proposition to life. They make it real for your prospects, clients, and centers of influence. Having an inventory of examples allows you to tailor the examples you provide to your target audience.

Remember: How you talk about your value will not only help you increase sales, it teaching your clients how to talk about you as they recommend you to others.

Having a compelling value proposition is fundamental to your ability to increase sales and communicate effectively with prospects. Without a compelling value proposition, your sales activity will be less valuable and you will bring in less revenue.

HubSpot CRM

Topics: Sales Pitch

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