Statement of Value
Your customers will immediately understand how your business is different from your competitors. Beyond developing a basic understanding of the Ideal Client / Target Market for your business's marketing message, one of the first steps toward honing a solid marketing strategy involves creating a clear value statement.
Your business’ value statement succinctly summarizes — in a sentence, or even a few words — exactly why your target prospect should become your customer.
What Is a Statement of Value?
An effective unique value statement includes one of the primary reasons why a prospect should buy from you. The magic of a truly effective value statement 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.
Your Statement of Value answers: Why a Prospect should buy from you.
Keep in mind that business clients have heard countless marketing spiels, and are quite immune to sales hype. They couldn't care less about how long your business has been around, how much experience you have or the quality of the product you offer. The questions they are really interested in are these: “What's in it for me?” and “Why should I buy from you?”
To really capture their attention, you need to come straight out with the tangible business results your potential customers will get by using your company's product or service. To gain credibility, you must present specific numbers and percentages that address the all-important financial bottom line. And they must sound genuine, not approximate or made up.
Your Statement of Value: Captures your Prospects Attention.
Let's take a look at two different Statements of Value.
- “We offer a full range of consulting services to help companies save money.”
- “We help companies improve operational efficiency and reduce corporate waste. One of our current customers was able to increase profits by $80,000 only one quarter after implementation.”
The first example sounds vague and uninteresting at best. Every company wants to save money, but the value proposition gives no specifics regarding what the result will be. It sounds like a zillion other “blah blah blah” sales calls. By using the second value proposition, you can drive home the specific impact that the business could experience by adopting your offering. After hearing figures like these, no sane chief financial officer can turn you away.