How to Use Your Value Proposition to Create Conversation and Build Business

By Chakisse Newton, President, Cardinal Consulting, LLC

You've created a great value proposition. How do you use it in conversation? The temptation is to use your value proposition to propel you into a monologue about your services, but don't fall for it. When someone asks what you do and "how" or "why" your value proposition works, use their interest to find out about their business not to share about yours.

Here's how:

1. Request permission to discuss the prospect's business. Don't immediately begin describing your services. Instead, say something like, "I'd be happy to tell you how I [insert stellar value proposition here]. Would you mind telling me about one or two of your top business challenges, so that my answer will make sense in terms of what you do?"

2. Briefly share how your services apply (preferably in terms of how you've helped similar clients). "When [satisfied client's name] faced a similar situation we helped by ..." or "I've seen that a lot. What I've found is that the best way to address that is ..."

3. Ask a provocative question related to solving the problem. "Would it be beneficial to you if you could increase sales/increase retention/decrease payroll costs/insert other benefit here?"or "We've been able to help our clients achieve [insert fantastic results]. What would that kind of change mean for your business?"

4. Request permission to follow up. Once you've generated interest, close on the next step and end your conversation on a high. Set an appointment to discuss the situation in depth at a more appropriate time.

Use these steps and you'll be able to keep the focus of your conversations where it belongs: on helping your prospects.

 © 2010 Chakisse Newton. All Rights Reserved.