Let's review CRO Success Rule #5:
The breadth and depth of your Differentiating Value platform determines the amount of traction your product or service has in target market segments. It also determines the level of premium pricing you can achieve. If you have zero Differentiating Value, it means you are selling only on price.
Did you catch that? No DV means no premium pricing. Actually, it means your salespeople are probably in a discounting war with far too many (all?) prospects. You understand when we say DV is the foundation of all successful selling, this is why.
Now that your are into your DV process, it is crucial to refine and translate your DV. You need to boil it down to its essence to make it powerful. Think of this fact, it takes 10 GALLONS of maple sap to make 1 QUART of maple syrup. It takes hours of boiling to reduce the sap (depending on sugar content). You get the point - it is an arduous process that yields a valuable end product. DV creation is analogous to the maple syrup process.
These DV questions must be addressed to make sure you get paid what you are worth:
- What value do you bring to your customers? (Real value - no fluff)
- How does the absence of your value show up in the prospect's world?
- Where does it show up?
- Who does it affect?
When your DV successfully answers these 4 questions, you are well on your way to handling these 2 sales objectives:
Bridging the communication gap with the prospect's world
Doing it in a way that will shorten the overall sales cycle
If you need help with any of these processes, we are always welcome to assist you.
