“Why should I buy from you?” I often get frustrated by the responses to that question by sellers defining their unique value in the marketplace. There are typically two problems I hear.
First, too often the answer is a predictable variation on “because we provide the best customer service,” or “because we really, really care about your business.” Or worse: “because we provide an integrated solution and like to establish partners in the market.”
These generic answers reveal a fatal mistake in how many companies think about their value proposition to customers. They make themselves sound like their competition.
The second problem: too many companies create a laundry list of value propositions for sellers to use in each product pitch.
While many from that list include a good mix of features and benefits, they include so many that sellers only use a handful in their presentations rather than taking the time to choose the value proposition that's most meaningful to the customer. Thus, sales presentations don’t resonate with buyers.
Your seller’s inability to align the product’s value to what the customer values is what keeps closing ratios hovering around 30%. If you want to accelerate sales, you must communicate value propositions that speak to the customers and align them with what the buyer sees as a compelling reason to buy your product.