Some time ago, I read a book, Selling to Big Companies by Jill Konrath. As with most sales books they all begin with value. What sets you apart from everyone else. A technic that a Sandler Sales associate uses is the kill zone. What keeps you from becoming a commodity if you are a service oriented business? If you are a commodity what allows you to have a highly specialized item? How do you communicate this information? In her book, Jill Konrath says to use compelling evidence. You have to somehow quantify the value in dollars that decision makers can understand. In a blog post she says:

Think about the statistics you use to describe your offering. Perhaps you increase productivity 17%. Maybe you shrink waste by 7%. If you're not taking these percentages to the next level where you actually show the financial impact on the buyer, you're missing the boat! Today's decision makers are too busy to do it themselves. Do the math for them. Help them realize the value you truly provide.

Her article is here

Labels: value propositions