You’ve probably heard the saying, “People like to buy, but they don’t like being sold to.” But you may wonder what it really means.
It means that people are buying what you sell. It means people are spending money. But it also means that people are only willing to open their wallets and part with their money if one condition is met first. That condition is met when you’ve presented a clear value proposition.
Wikipedia defines a value proposition as “a business or marketing statement that describes why a customer should buy a product or use a service. It is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.”
In plain speak, this means a prospect won’t buy from you until the value of your products and services is clearly presented in such a way that the decision to buy is second nature. This value must also be superior to what competitors are offering.
This value proposition doesn’t mean lowering your price or being the cheapest in the marketplace. That’s typically a losing value proposition. A winning value proposition is one where you add benefits that others can’t or won’t match.
Once you’ve defined your winning value proposition, it’s time to clearly communicate that statement with your audience via all of the marketing and sales channels available to you.
Sales will improve dramatically once you’ve articulated a clear and powerful value proposition. You’ll know it’s the right one when your prospects feel like they’re buying from you, not just being sold to.