I have to admit even after 20+ years in sales I had an “OH Sh*t” moment when talking with Lisa Dennis about my value proposition changing based on what stage of their buying process the prospect/customer was in.
I had NEVER before considered the idea that “buyers respond to value propositions differently at different stages of their buying process” (pg 232) NEVER!
Here is how it’s broken out in the book:
* General Education – relevance to a specific need, tangible business benefits, and impact on our organization.
* Business Case Development – impact on our organization, tangible business benefits, and relevance to a specific need.
* Implementation Scenarios – impact on our organization, address potential risks and rewards, and tangible business benefits.
* Short List Creation – relevance to a specific need, and impact on our orginization
* Final Decisions – impact on our organization, relevance to a specific need, and tangible business benefits
NO that isn’t enough information to “do” anything practical with. You have to work through:
1. what your customer’s buying stages are.
2. what STUFF is in place of the general areas of value.
Of course if this resonates for you – pick up a copy of Value Propositions That Sell and start doing the work for your buyer’s stages today.
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