Value Propositions That Sell with Lisa Dennis #227

In this episode Lisa Dennis returns to discuss her new book, Value Propositions That Sell. Lisa is an industry expert who provides strategies and tactics for marketing and sales organizations. She’s particularly gifted at ensuring the messages broadcast by marketing and sales are consistent, relevant, and speak directly and authentically to customers. Lisa has a process she uses to construct a value proposition and her new book discusses how to turn your message into a magnet that attracts buyers.

Why Value Propositions?

Most sellers talk about the features and benefits of their products and services. But that’s not enough. They don’t talk about the relevance of their products to the market. Why is this important? The internet makes it easy to get your message to anyone around the world. But it’s getting harder rise above the noise and be recognized. The goal is to promote a message where the prospects says “oh yeah, that’s me.” That’s the power of relevance.

What is a Value Proposition?

There are two parts to a value proposition according to Lisa Dennis:

It first states the buyers needs, challenges, and goals.
Next it states that the seller understands the prospects challenges and goals. It then connects an offer to that understanding. Lastly it share why their offer is better than the rest.

A format she recommends includes:

Statement of buyer objectives.
Statement of offer in context of the prospects objectives. Again it must be relevant.
Differentiation statements including 1 or 2 things unique to the sellers offering AND proof it’s true. The goal is to sound different and stand out.
Backing it up – one or two customer testimonials, industry quotes, and case studies as proof.

Value Proposition Outcomes

From the value proposition you can build a:

pitch,
tag line,
extended message ,
blog posts with value drivers,
discovery questions,
sales presentations,
marketing content.

A value proposition provides a solid consistent foundation for all your selling. It does this by providing the value drivers, quantification of value and proof. Lisa recommends interviews to build your value proposition. Start by interviewing the market. Then interview internally within the company, employees who face the customer (sales and support).

How to Find Lisa Dennis

You can find Lisa at the following links:

http://www.valueproposition.expert/ Go here for the free assessment and infographic offered during the interview

On social media find Lisa here:

You can sign up here to get on her book launch email list http://www.valueproposition.expert/book

Value Proposition Episodes

Here are past episodes that discuss the power of value propositions. Enjoy!