How to draft effective sales messages to stand-out?

“What do you do?” 

Being one of the simplest questions, it only comes out like an exactly same canned monologue for everyone in most of the cases.   

“It’s never about the services (laying the bricks). It’s more about the outcome (building the cathedral.)” 

Doing business essentially needs articulating the value of what we do, and promise of that value to be delivered to a potential customer. A clear motive of a value proposition is to present a blueprint of concrete reasons a prospect should buy a product or use a service from you. A value proposition is one of the most important conversion factors and unfortunately, 54% of the companies do nothing to optimize it that kills conversions and sales. 

• A value proposition is a compelling statement comprising everything great about what you can offer to your clients and this way a buyer can get the overall idea of how you can provide the best solution 
• A value proposition is never a slogan or a positioning statement such as “#1 IT solutions”. 
• You must be targeting an outcome-oriented approach rather than in house mechanics of how you’re going to deliver 24×7 support to the customer! Forget the building blocks, focus on the deliverables the clients would be getting. 
• Winning value propositions involves three golden rules. All the reasons why people should buy from you fall into three main buckets as follow: 

How to Develop a Compelling Value Proposition: 

What happens when you don’t follow anyone of the three value proposition rules? 

Fallout #1- You offer weak resonance and end up getting buyers saying “I don’t need you” 

Fallout #2- They find you easy to substitute and start negotiating on pricing! 

Fallout #3- You may bloat up your propositions and customers may take you too risky to work with. 

So, while developing a VALUE proposition, keep in mind 4 Ps: 

Pain – understand the prospect’s pain points 

Proposition – propose your solutions to address those pain points 

Proof– prove your claims  

Positive Outcomes – highlight positive outcomes as a result of your proposition  

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