Did you know that selling in the US is more of a Science than an Art? You need to build a set of sales enablement tools to support you along the whole sales process. Usually, during the “discovery call”, when you qualify the prospect and start presenting your product or service, you use a sales presentation. However, with everyone working remotely it’s not all about the words you say – the visuals and the way you present matter too.
The sales presentation is one of the most important visual tools in the armory of every sales team. A great sales presentation can not only help build a connection with potential customers but should also be a way to shorten your sales cycle. It sets the tone as to whether there will be a long story to unfold.
So, do you want to build a sales presentation that optimizes your chances of success in the US? But, you don’t know where to begin? Don’t panic! We have developed a series to help you build a powerful sales presentation :
#1 Creating a unique Value Proposition
#2 Storytelling with your Sales Deck
#3 The typical presentation outline
#1 Creating a Unique Value Proposition
“Why should I buy from you?”
The way you answer this question can make or break your sale. Your value proposition is the answer you need.
A value proposition is a brief statement that clearly communicates the benefits of your products and why you are the best choice for them. Knowing and being able to clearly communicate your company’s value proposition should be second nature to your sales team.
Here are some pointers to keep in mind when you draft your value proposition:
1. Determine your Ideal Customer Profile (ICP)
Your ICP is someone who sees tons of value in your product or service, will probably turn into a happy customer and will tell good things about you. You can (and should) start with a niche to make sure you become a large player on a small market.
2. Identify your customer’s pain points
Focus on what frustrates your potential customers (the “must-have”) and offer them a solution.
3. Define your Buyer Persona
Once you have your Ideal Customer Profile, you need to define who your buyer persona are within the company. If you go with a top-down sales approach, your buyer persona will be the C-Suite and Directors who you will need to approach with a thought leadership message. If you decide for a bottom up approach, you will target users and contact them with a message more focused on functionalities.
Watch our webinar and discover how to define your Ideal Customer Profile and Buyer Persona
4. Understand in which category your product is
To identify what category your product best fits in, check analyst reports such as Gartner, Forrester, etc, comparators such as Capterra, G2, etc., and also marketplaces. Dig deeper and take a closer look at your competitor’s website and deals on data room websites such as Pitchbook. Doing this will help your customers understand you better and also help decide which keywords are best for your SEO, SEA. Don’t create your own category or you will have to educate the market
5. Benchmark your competitors
Gathering as much relevant data as possible about the other players in the market, helps you understand where your product stands against competitors. This exercise will also let you determine best practices, strategies, and techniques for achieving your goals for the American market via a defined set of metrics
6. Analyze your differentiators or “secret sauce”
Knowing how to put yourself in your customers’ shoes helps you define the Key Purchase Criteria (KPC). KPC shows how customers rank (sometimes unconsciously) different solutions based on some specific criteria and ultimately choose the solution they think has the best score. Tell your customers what’s different and unique about your product or service.
7. Adapt your value proposition according to partner and customer
What truly makes your value proposition stand out, is how you adapt it depending on who you are selling to. Every target segment of customer/partner will have different needs and so your value proposition must adjust to fulfill those needs. Remember to take the cultural difference into account! Simply assuming that customers in the US will respond positively to an existing product can lead to costly failure.
“Your customers are the judge, jury, and executioner of your value proposition. They will be merciless if you don’t find fit!” – Alexander Osterwalder
And there you have it, 7 amazing tips for creating a kick-ass and unique Value Proposition. If you want to discuss this further contact us now and we can provide you a free mentoring session.