When you go into a sales meeting, you sit with your potential client and expound the virtues of your product. It’s advantages, unique qualities and what sets it apart from its competitors. You give real-world scenarios for its use and maybe throw in a couple of anecdotal stories about how it has benefited others.
Whether you know it or not, you are presenting your product’s value proposition – a marketing tool in which your product’s uses and benefits are outlined in a way that entices others to buy it.
But did you know that you, too, should have a value proposition? Your product is only part of the sale. Sales success is based on relationships and the mutual desire to help one another out.
Relationships take time to build and no one wants to be “sold” to. Gone are the days of the high-pressure sales tactics usually now only reserved for used car salesmen in questionable attire.
Building your own, personal value proposition helps you put your best foot forward while building client relationships. It will keep you focused on the message you're sending about how you conduct business and how you will take care of your clients’ needs. Combining your personal value proposition with your product’s value proposition creates a strong tool that takes selling from product-centric to client-centric.
Talk About Your Background
You’ve got experience and that experience means something. Don’t be afraid to tell your potential clients about yourself and where you’ve come from. Gear your conversations to make your experience relevant to their practice’s needs and let them know that you will build on those lessons to help strengthen relationships.
Know Your Appropriate Strengths
You’re good at a lot of things and have lots of talents. But your prowess at the pottery wheel may not translate very well into selling variable annuities (but bonus points if you can somehow make that work!).
Choose two or three strengths that are suitable to your product and audience and use them to show why doing business with you just makes sense. Whether it’s great customer follow up or excellent listening skills, talk about and emulate those traits to show that you are genuine in your desire to help out.
While we all have strengths, we all have weaknesses too. Be upfront about your shortcomings and provide how you have solved the issue in the past.
“I’m usually very busy and can't always pick up my phone when people call. But if you send me a text, it will give me a visual reminder and I am much more likely to call you back quickly.”
Don’t Give a Bio
As interesting as you are, no one wants to hear your life story. Starting a meeting with, “I was born at a young age…” is a great way to never make a single sale.
Instead of giving a biography of your background, pepper in your value proposition facts throughout the conversation. When the potential client asks why you have an opinion on a certain product, tell them, “I spent six years as a Hedge Fund manager and saw this product do…” Make your strengths conversation points, not a list.
The ESA Advantage
Executive Scheduling Associates is ready to use your Personal Value Proposition to sell you. Our schedulers take the time to get to know you and your potential clients. We build relationships with you so that you can build relationships with others.
Tell us about your Personal Value Proposition in the comments below.