Winning over the Competition
Part 1 - No Competition
I don't believe that I have any competition.
I'm not joking when I say that. It's because of what I've done. I've taken our product, and I've packaged it in a way that is unique. It allows me to differentiate myself from anybody that I compete against. It creates value for our clients in a uniqe way.
That is why I'd like to tell you about the power of of creating a value proposition. A value proposition allows you and others to truly understand what it is that you do for your clients.
When I go in and I speak with a prospective client, the first thing that I ask them is, “Could you tell me how you do what you do?”
The executive will typically say to me: “Well how do you mean?”
I say: “How do you do what you do?”
They respond: “Well, we kind of just, do it.”
I then say to them: “Do you have anything written that would allow me to understand what your process is?”
Nine out of ten times the answer is “No.”
I've found that in selling, most people spend 60% of their time trying to articulate what it is they do for people, and 40% of their time doing what they do. I like to tell you about a way that allows you to spend 95% of your time doing what you do, and 5% of your time telling people what you do.
You’ll be able to do this because you will have clarified, in your mind, what it is you do, and you will be able to articulate it very clearly and succinctly.
My objectives are:
1. To help you to eliminate your competition.
2. To communicate the fundamental principle of selling.
3. To identify and strengthen your unique talents.
4. To give you the tools to establish your value.
5. To help you develop a value proposition letter.
Let's start with what I believe is the basic concept of selling. I call it the Fundamental Principle. The world is driven by unique talent. In other words, we all have unique talents, and we have unique abilities. What we need to do be able to create a value proposition that allows us to share that unique talent or ability with the world.
We share value with the world in three basic ways:
1. Through relationship with our clients;
2. Through leadership;
3. Through our creativity.
When we are able to articulate and package our value proposition, we have already achieved a significant competitive edge.
How are we able to capitalize on this Fundamental Principal?
Next - Part 2 - The Importance of Identifying Your Unique Talents
