What role does value proposition play in a sales strategy? Or maybe what is a sales strategy, and what is a value proposition, and why should anybody care? The answer to those questions depends on how much you enjoy kissing frogs.
You'll remember the Brothers Grimm fairy tale where the princess kissed the frog, and the frog turned into a handsome prince who married her. The happy couple lived together in marital bliss for the rest of their lives.
Unfortunately that silly story has influenced sales management philosophy ever since it was written. All any sales person has to do is call enough people, pitch the product as confidently as possible, and pray - this frog might be the prince. Pucker Up and ignore the smell. Still a frog :-( never mind - and on to the next.
Sales people who like the taste of frogs need read no further. Off you go the nearest street corner.
Those who don't enjoy the prospect of green lips will be pleased to know there is a better way. We'll call it a value proposition with a sales strategy for selling and delivering it.
The value proposition needs to be a clear, credible and unique explanation of how the customer will benefit from whatever the vendor wishes to provide. Defining a value proposition can be a tougher job than you might think, because it must be about customers, it must be real, and it must be unique.
Now that's tied down, the value proposition directs the development of the sales strategy.
The target customer is already defined, so any business which doesn't fit the demographic isn't going to be a prospect. There's no point in calling or even pitching.
Since the target proposal is similarly defined, the other dimensions of the strategy need to be developed, tested and refined. These will all be about process - how people within the demographic will find out about, understand, and take advantage of the benefit promised.
Of course it takes a lot of work to figure all this out and doesn't feel quite as active as cold calling every name on the list. It doesn't quite sit with the folklore about hot shot superstar sales people. But it does work.
Using this approach sales leaders can make sure every frog they talk to is a prince.
Looking for more ideas on sales management - philosophies, strategies, tactics, processes and tools - check out our publications.
Our Sales Management Masterclass eBook 'Succeeding in Sales Management' is a compendium of our 8 individual Tutorials so you can choose between the whole story, or individual topics including strategy, processes, principles, business plans, or our own concept - Sales Probability Process Management.
You'll remember the Brothers Grimm fairy tale where the princess kissed the frog, and the frog turned into a handsome prince who married her. The happy couple lived together in marital bliss for the rest of their lives.
Unfortunately that silly story has influenced sales management philosophy ever since it was written. All any sales person has to do is call enough people, pitch the product as confidently as possible, and pray - this frog might be the prince. Pucker Up and ignore the smell. Still a frog :-( never mind - and on to the next.
Sales people who like the taste of frogs need read no further. Off you go the nearest street corner.
Those who don't enjoy the prospect of green lips will be pleased to know there is a better way. We'll call it a value proposition with a sales strategy for selling and delivering it.
The value proposition needs to be a clear, credible and unique explanation of how the customer will benefit from whatever the vendor wishes to provide. Defining a value proposition can be a tougher job than you might think, because it must be about customers, it must be real, and it must be unique.
Now that's tied down, the value proposition directs the development of the sales strategy.
The target customer is already defined, so any business which doesn't fit the demographic isn't going to be a prospect. There's no point in calling or even pitching.
Since the target proposal is similarly defined, the other dimensions of the strategy need to be developed, tested and refined. These will all be about process - how people within the demographic will find out about, understand, and take advantage of the benefit promised.
Of course it takes a lot of work to figure all this out and doesn't feel quite as active as cold calling every name on the list. It doesn't quite sit with the folklore about hot shot superstar sales people. But it does work.
Using this approach sales leaders can make sure every frog they talk to is a prince.
Looking for more ideas on sales management - philosophies, strategies, tactics, processes and tools - check out our publications.
Our Sales Management Masterclass eBook 'Succeeding in Sales Management' is a compendium of our 8 individual Tutorials so you can choose between the whole story, or individual topics including strategy, processes, principles, business plans, or our own concept - Sales Probability Process Management.
