Attracting New Clients With Your Value Proposition
Forming a unique value proposition for your business is a big step towards making your marketing strategies effective.
Your business’ value proposition succinctly summarizes – in a sentence, or even a few words – exactly why your target prospect should become your customer. Not surprisingly, very few B2B marketers have a great one, or even a relatively good one.
An effective unique value proposition includes one of the primary reasons why a prospect should buy from you. The magic of a truly effective value proposition is that it will snap your prospective customer out of the “everything’s going just fine and we don’t want to bother with a change now” mindset. When you can clearly express the significant advantage of your offering, you will get immediate attention.
Traditional marketing spiels are no good in the B2B world. Businesses have heard them so many times that they mean nothing to them anymore. If you hope to grab a potential client’s attention, show them what is in it for them. Details about the stability of your company and the quality of its products is not going to help you out.
Your potential customers need to see tangible proof that working with your company is going to benefit their business. Show them with real world numbers and percentages calculated from the success of your current clients. Using facts to back up your numbers will prove to other businesses that their sales can improve by buying from you.
Think about two possible value propositions for the same company:
1. “Our consulting services are designed to help your business save money.”
2. “Our consulting services help your business cut down on corporate waste and operate as efficiently as possible. Profits went up by $80,000 in just one quarter when one of our current clients began working with us.”
The indefinite details and boring feel of the first options does not grab anyone’s attention. It is obvious that companies want to save money; there is nothing in it that has not been said before a million times. The second options, however, is cleverly worded to show businesses how huge of a benefit they stand to see from your products and services. Outstanding figures are always good for attracting new clients.
Ray Perry is an Internet marketing executive with more than 25 years of experience. He is the Chief Marketing Officer at Market Blazer, a small business marketing company and authorized Duct Tape Marketing coach. You can get more information about value propositions at www.MarketBlazer.com.
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