One of the most difficult exercises for a salesperson who wants to be more proficient, with the help of Marketing, in outbound prospecting to get meetings and new opportunities, is to be able to create unique target account value propositions. They are extremely effective, when personalized specifically into the Target Account, for networking, appointment getting emails, voicemails, opening presentations, supporting proposals or RFPs, and the list goes on. The reason I say it is so difficult is because it’s really a matrix approach based upon value selling methodologies in building value in sales.
Out of The Box but Inside It
Think of a box with multiple lines from top to bottom and multiple lines from left to right basically a spreadsheet. On the spreadsheet, you could have the Target Account’s industry that the company is in, for example pharmaceuticals, you could have the region of the country that they’re in, you could have the size of the business as in SMB, Enterprise or Fortune 100, etc.
It’s Never Been Linear
Use this matrix approach to insert the target executive you wish to access and engage with. They could be a senior executive with a pharmaceutical firm at in the Midwest, at $500M. They could be senior executive at Johnson & Johnson in New Jersey and have P&L of 4 billion. Each executive has unique business and financial needs, regarding not just their business but career as well. Approach them individually. Next, we’ll review how you deliver value and solve business problems, as in improving revenues, lowering costs, mitigating risk, etc.
Build Value In Sales
Measure in dollars. The pharmaceutical company has public records on revenues, and you can determine target executive’s P&L responsibilities.
10K states an initiative to increase revenues, and the target executive is measured in that.
You need to fill in the blanks, and the most challenging but the most rewarding, is how you deliver monetary value to your prospect. It’s how you build value in sales. This is all about communications mechanisms, on voicemail, emails, elevator pitch and a PowerPoint presentation and everything that you do. I run into a lot of vendors that do not have value measurement and hence we advise them to talk to their customers. I continually hear customers cannot measure value, and that is a challenge unto itself. But alas, there is great hope in that these customers are buying your product wanted to lower the cost increase the revenue and cut the risk that is widely known.
So simply asking them, have they raised their revenue 5%, or 10%, how would you measure this over one quarter versus a year? They will give you guidelines, they always do. And that will help you in creating your scripting and now, you can put it all together. I opened this blog that this is not easy, and it is not. Senior executives will listen to your messages that resonate about their business especially is you add a name drop from LinkedIn. These are all helpful tools and all work very well. So we hope that you will begin this journey, and build your value props not one or two, but replicate 10-15 for different prospects across verticals. Create a library! There’s nothing more powerful than value based Sales intelligence.
Revenue AcceleratorsTM is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com