Are you inadvertently neutralizing your value proposition? Rick Farrell, President of Tangent Knowledge Systems, describes how to communicate your value proposition to buyers without taking away its impact. His interview with show host Deb Calvert brings some misconceptions to light and helps sellers to re-frame the way they present this crucial piece of information.
Too many sales organizations excel at a game that’s no longer being played. They’ve perfected their ability to consistently hit the target, but it’s an outdated target… the wrong target because the target has changed. Farrell explains how the internet has essentially marginalized and neutralized their traditional value proposition.
Farrell covers how to differentiate yourself, create brand equity, and truly understand if your customer has a motivating reason to buy.
Excerpt from the Interview. Just a Sample of Rick Farrell’s Advice on How to NOT Neutralize Your Value Proposition:
Rick: “If anyone here is taking notes, I want you to write this down. ‘We are very unique just like everyone else; we are all selling the exact same differences.’ So being different from a product perspective or solution perspective is not pragmatic, it is not realistic because everyone — quote-unquote — claims they’re different. So that is the major reason that commoditization continues to happen and more so at an accelerated rate…
“So it’s not like the market has change that much. It’s just that the recession… and with their choices and other access to information… customers are no longer tolerant like they used to be. But sales organizations continue to sell as if they have lots of information, lots of enthusiasm, lots of senseless follow-up. And it just doesn’t work like it used to. The obvious reason is the internet. The internet has marginalized that traditional value proposition of salespeople bringing information to the table. So the goal of salespeople is to use their information as a tool of inquiry. You use all your expertise — not as a tool to influence, but as a tool to gather more information — because, ultimately from the customers’ perspective, the only real thing that you offer differently is not different content or different explanations of your product or service. The real thing that you offer that is consistent and sustainable is “context.”
This is just the start! Listen to the rest of this powerful interview with Rick Farrell on how to avoid neutralizing your value proposition. There’s no better way to maximize your windshield time than by listening to CONNECT! Online Radio for Sales Professionals. We’re here to help you cut out continuances, put an end to pending and stop stalling out in sales.
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