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Improving Value Proposition/Messaging


Chapter 5: Systemizing Value
Trigger: Standing up a Bulletproof campaign system.
Bulletproof Impact of This System: Understanding how your product or service creates change in your clients’ lives and businesses. Allows your salespeople to expand their potential customer profile across industries, identify the most pressing need in their prospect’s lives, and position your product or service as a solution. Overcomes the ‘show up and throw up’ method of selling and positions salespeople for strategically oriented, solutions-based sales.
This is an exercise that is essential for entrepreneurs and those providing intangible services, but it’s also valuable for product-based sales teams to examine the actual value provided by what they sell. It’s these value statements that will form the bulk of sales scripts, generate discovery questions, and improve the closing ratio of proposals (all systems we’ll reveal in coming chapters).
It’s an old adage that people don’t buy features – they buy benefits. Yet few sales teams, and even fewer solopreneurs, take the time to define the value their product or service provides, and even fewer prioritize communicating that value in their sales conversations. Because we’re preparing salespeople for the most challenging environments they might encounter, it’s not enough to just train them on remembering product specs. They need to be versed on the solutions their products or services provide and be able to communicate them to busy, distracted decisions makers. Instead of assuming prospects want to know all the features of a product or service, Bulletproof salespeople take the time to learn about their prospects’ needs first. Only when a clear match between prospects’ goals and a way their product or service can deliver the solution should salespeople attempt to sell.
Let’s examine how to do that for what you’re selling so we can get to the heart of the value your company’s products or services provide. That value will be woven into all of the sales conversations, outreach systems, templates, and marketing material that we’ll walk you through creating in upcoming chapters. 
Start by mapping out the below columns and their titles on the top of a sheet of paper. Set aside an entire sheet as you’ll need the space:
In the ‘features’ column, write down everything you or your salespeople would normally say if someone requested, “Tell me about yourself and what you sell.” This includes the life story of the salesperson, your company’s founder, the history of the product or service, the way it was smuggled across a battlefield to keep it from falling into enemy hands in the big war, etc. This is the column salespeople tend to spend the most time in when speaking with prospects, and it’s not an effective way to capture attention or move a sale forward. Prospects sometimes will buy something just so the salesperson will stop talking about features. Most, however, will say, “Leave me your information and we’ll get back to you.”
In the second column, write the specifications of your product or service – just the facts. Salespeople often spend time memorizing dozens of these on the off chance someone will want to know how many cubic feet of floor space their widget takes up. While specs are valuable, they’re nothing that can’t be kept on a reference sheet. For service providers, this column would contain all the ways they provide their services or communicate their expertise for their clients: consulting, speeches, coaching, counseling, training, advising, etc.
It’s the third column where Bulletproof salespeople live. To fill in this column for the product or service(s) you sell, ask yourself and your team, “How are our clients better off as the result of column one or column two?”
Top-line responses to this question usually include answers like more money or less problems for our clients, but it’s essential to dive deeper. Follow up with any initial responses by asking, “And how does that look in the lives and businesses of the people we sell to?”
That second layer of responses will uncover how what you sell benefits your client’s particular businesses and lives. But the benefits don’t stop there. The third and final layer of this line of questioning for items in the third column is asking, “And what does that allow them to do that they wouldn’t be able to do otherwise?”
Here’s an example of this system’s flow:
Question 1: “How are our clients better off with our widget?”
Answer 1: “It saves them money and allows them to produce more gadgets at a faster rate.”
Question 2: “How does that look in the lives and businesses of the people we deliver widgets to?”
Answer 2: “They usually increase production 20%, making them more money. They get fewer defects which saves them a few hundred grand a year in return costs as well.”
Question 3: “And what has that allowed them to do that they wouldn’t be able to do otherwise?”
Answer 3: “Well, one of our clients was able to sell their business because of an increased valuation. Another was able to hire enough people to establish a third shift and created more jobs in their community. Someone else won an industry award and was featured in their association’s magazine because they out-produced everyone else.”
‘Producing more widgets’ is a commodity that is available through multiple channels, whatever the industry. ‘Increasing company valuation while hiring more employees and being recognized as best-of-class in the industry’ is something not everyone can provide – and something folks will pay a premium for, especially if they’ve expressed an interest in those outcomes!
As we’ll share throughout this book, Bulletproof salespeople become Bulletproof because they don’t position their product or service as a commodity, but rather as something that solves critical issues their prospects and clients face. For that reason, once we identify that we are speaking with a decision maker, we encourage salespeople to be familiar with how what they sell solves strategic problems.
Systemizing Success with Systemized Value
The messaging that your team will be building throughout their Bulletproof campaign systems and call scripts comes from that third line of questioning, which is why we’re addressing the value of your product or service before we get into building campaign systems within your pipeline. For now, capture the ways your clients’ businesses and lives are better with your product or service from your own experience or by surveying your sales and customer support teams.
Before we begin communicating our value to prospects within campaign systems, outreach scripts, or messaging templates, it’s important to know that not all communication is created equally or has equal impact. Devoting too much time communicating value via email will not yield us the same result as dedicating time to making calls or through in-person appointments.
It’s often said that nothing happens in business until something is sold. I’ll add to that – nothing is sold until something is communicated. That makes communication the chief role of any salesperson, regardless of their product, service, prospect, or deal size.
An outreach system that converts meetings and sales relies on effective communication, because without it, sales don’t happen. To make selling systems predictable, scalable, and continuously improving – or Bulletproof – we need to understand the types of communication available and the power they each have. Only then can we effectively leverage each type of communication as we build or revamp our pipelines and their outreach campaigns.


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We are a leader in systemizing sales processes and solutions for salespeople, teams and organizations. We systemize selling processes so salespeople can replace hope with certainty, close more deals and provide more value to their clients.

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