One of the stages that Sales Scripter takes you through is identifying your value proposition. This is actually one of the steps that can be a little more challenging for us, whether we use SalesScripter or not.
We can sometimes easily describe what our products do, but when it comes to explaining how they help and what they help our customers achieve, we can sometimes struggle a bit.
SalesScripter is designed to help you to get your hands around what you should say in this area. But, since this activity can push you outside of your comfort zone, this stage of the scripter can be a little intimidating.
Three Levels of Value
One important thing to grasp about how Sales Scripter works is that we break the concept of value into three levels. And before we explain those, let’s be clear to point out that value in this context refers to how your products help your clients or what they help them to achieve.
Technical Value
The lowest level of value that you offer is technical value. These are the improvements that you deliver or help your clients to achieve in the areas of processes, systems, and people. An example of this could be providing a product that automates a manual process.
Business Value
The next level of value is business value. When you help to create benefits at the technical level, these will work their way up to create business value or business improvements. These can be seen in the areas of costs, revenue, and service delivery.
Continuing with the same example, automating a manual process can create business value by reducing costs. Or it could lead to improved service delivery. Probably both, actually.
Personal Value
The value delivered does not stop there; it can continue to create personal value for the buyer. This refers to improvements in compensation, career paths, work environments, and related areas.
If we help a business manager automate a manual process and reduce costs, this could certainly improve this individual’s performance. It could mean they can spend less time working in the evenings or on weekends, improving their work-life balance. It could mean that they get a bigger bonus by decreasing costs.
The Most Important Step
This is an important step for you to go through, again, whether you use Sales Scripter or not, as it can greatly improve your ability to communicate what you have to offer to your prospects.
Your prospects don’t care as much about what you sell as you do. They really just care about “what is in it for me,” and your value proposition answers this.
