Every business pundit has said at one time or another, “There’s no more misunderstood, argued about topic in business than <insert topic here>, but it’s really not that complicated. Here’s the secret to understanding it.” The concept of value proposition falls into this same category.
On the one hand, it’s a pretty simple concept to grasp. But like all simple, important concepts, it takes some thinking to understand it deeply and use it to your advantage. Let’s first look at a definition of a value proposition, then we’ll look at the three major components that comprise it so you can put it to work for you…
Every year about this time we members of the tribe engage in a sacred tribal ritual: sending email jokes, videos, and other types of hah hahs to each other so we can have something to talk about at our family dinners over green bean casserole and boiled chicken. (Thank you, tribal leader Len Glazer, for leading this annual rite.)
Those of us MOTs in marketing recognize these not just for their deep religious significance, but that, while they don’t reach everyone in the population, they do become semi(te)-viral.
Viral marketing is often attempted—but not often achieved—by many firms. For those of you out there that haven’t figured out a way to get it right, here are a few tips from the yarmulke crew.
Service professionals know everything they need to sell their services. It’s how they organize that information and how they approach prospective clients that determines whether or not they make the sale. Michael McLaughlin, author of Winning the Professional Services Sale, talks about how services professionals can convert a sales lead into a paying client.
By connecting, collaborating, and getting commitment, service professionals work to get the sale without overtly selling, which can turn clients away.
When I lived in Brussels I was fortunate to get to know Walt Hopkins, consultant and Arithmodigmophile. Since 01/01/01, Walt has written an almost annual missive on Arithmodigmophilia, a word he coined to describe his love for numbers and patterns. I received his 09/09/09 message today. Compelling and thought provoking as usual.
If you’re going to cover a Barry Manilow classic you had better tread carefully. Barry may not have that much street cred with the kids anymore (if he ever did), but when he sings a song it’s smooth like buttah. When someone else sings his songs, it’s usually smooth like haggis.
The Man in the Chair ad is one such classic. First debuted in 1958, this McGraw Hill advertisement delivers a timeless message with clarity, grace, and impact. If you’re going to mess with it, you had better do it right, lest the world go all Simon Cowell on you.
I think the Business Marketing Association hit the nail on the head with their modernized rendition of the Man in the Chair at their 2009 conference. Nice job, BMA. Now, how about a little Mandy?
In this podcast, David Meerman Scott talks with Mike Schultz, President of Wellesley Hills Group and Publisher of RainToday.com, about what he calls World Wide Raves. Also the title of his book, Meerman describes World Wide Raves as online content that gets people talking, blogging, tweeting, and downloading. Listen to this podcast to learn how to create World Wide Raves around your marketing ideas so that you can become the talk of the web and ultimately generate sales for your business.
Q: Do you have any recommendations for marketing services to service companies? I am often in a position of trying to address the client’s needs but not getting to meet the ultimate client—I feel at the mercy of a client with whom I don’t have contact.
A: This has nothing to do with marketing services to service companies. You could be marketing products to product companies. You could be marketing antimatter at a Star Trek convention. Whatever you’re selling, you have to get to the ultimate client, that special person we usually call the decision maker.
Decision makers are in the position of decision making because they are leaders in an organization. They’re trying to solve problems and they’re trying to build a better future. They have many different priorities and are trying to focus on the greatest impact, and the greatest return challenges to tackle. So they’re not avoiding you! You’re just not getting through to them. Or when a support staff gets your message to them, they say “You handle it. Doesn’t seem like it’s something I need to put on my radar screen.”
My advice in this case:
1. Keep trying to get on their radar screens. Email them. Call them. Send them letters.
2. Appeal to their need and the impact your service will have. They’re looking to spend their time on conversations and avenues that will make a difference. If it’s important enough, they’ll pay attention. If it’s not important enough, perhaps you should sell something else.
3. Perhaps it’s important enough, but your message or communication vehicles don’t convey how important it is. I’d suggest you get professional help getting the message across.
4. Don’t settle for being sent down the food chain. Don’t let yourself be relegated to levels below those that can influence, or directly purchase, your services.
5. Build your brand in the market. Sure, this is a long-term, heavy-investment, high-energy, high-commitment activity. But those that do it succeed, and those that don’t always fight the “best kept secret” battle in the marketplace. That’s usually no fun.
Q: With marketing / business development budgets under pressure, what tools and techniques should be highest priority in terms of creating client conversations?
A: You can use tactics like personal emailing and cold calling that don’t cost anything if you do them yourself, but if you only use these two tactics you’ll be disappointed with the results.
Rough economy and all, most companies are spending dollars somewhere. With lead generation, if you prove that more expensive tactics create conversations, you’ll find budget. At some point you’ll have to. If there were short-term, cheap tactics that worked all by themselves over extended periods of time, everyone would know about them and use them. Then they’d get saturated and overused. Then they wouldn’t work.
People looking for shortcuts end up disappointed, but there are some short-term things you can do.
When I lived in Brussels I was fortunate to get to know Walt Hopkins, consultant and Arithmodigmophile. Since 01/01/01, Walt has written an almost annual missive on Arithmodigmophilia, a word he coined to describe his love for numbers and patterns. I received his 
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