The always Illusive and Tricky "Value" Proposition

If there is a bigger sales buzzword than "value" I'm certainly not aware of it. Value is almost always talked about by training professionals as one of the most important measures of having a successful sales outcome.

It's often said that by providing "value" first, you will increase your odds of making the sale.

I don't disagree with this logic at all. As a matter of fact, I believe it whole heartily and have experienced many years of personal success having done exactly that.

Where this conversation gets a little "muddy" is the definition of "value."

1. What is it?


2. Who defines it?


3. Where can I get it?

Value IS anything (Verbal Exchange / Tangible Exchange) viewed in the CUSTOMERS eyes as important and it is provided by YOU.

Value IS ONLY defined by the CUSTOMER. It can never be assumed by the Sales Person what might be of importance to the customer.

Value can ONLY be found in understanding the TRUE needs of the customer. If a Sales Person guesses value and tries to provide their version...it will never be found.

Value can be construed in so many different ways it is difficult to provide a simple answer to the "what is it" question.

It can be simply that you are a fantastic listener and you make the customer feel comfortable and confidant.

It can be that you offered them a great "deal" after determining what is important for them.

It may be that you build great rapport (Likeability) and the customer really enjoys being around you and working with you.

• How do you Really know if you have been successful in your Value Proposition?

The way I can always tell is that the conversation will turn from a more superficial (generic)conversation to a way more meaningful discussion. The customer starts to describe their thoughts in descriptive paragraph like details rather then one word or odd single sentence type speak.

Many sales people think that Most prospective customers are a pain because they give them the "Heisman-(Stiff arm)" during their interactions. The truth is they are avoiding you as a defense mechanism to avoid the annoying and often clueless sales person.

You MUST prove otherwise for them to "open" up.

During conversations with past assistants or with sales people looking for help, I typically turn the topic to specific encounters. I like to always ask how the conversation typically ends with certain customers.

The customers I like to ask about are the ones that the sales person thinks were decent prospects, but they could not convert them to a sale. In essence, they were duped by the customer which creates frustration for the sales person.

If it is a cordial but still mostly generic conversation you may think you have a good prospect...most likely you don't.

If the customer is doing most of the talking and asking more and more questions you most likely have a winner. They are "hot." Don't blow this opportunity. Follow-Up quickly with answers to their questions.

Understand that every single customer is different so assuming the same value is good for each person will NOT yield the results you want.

Be aware that value is not a random buzzword but a very real transfer that must occur, in the customers eyes, from the sales person to them. The quicker in the conversation that this occurs the better odds the sales person will have in a successful outcome.

Curt Fletcher aka The Likeability Guy, is a Real Estate Professional, Business Development Strategist, Published Author of the book, "How To Sell More Homes and Increase Your Income," Sales Trainer, and Professional Speaker that focuses on improving your Likeability to increase your Opportunities for Success!

Doppler Radar Marketing

As I'm typing this here in Dallas / Fort Worth, we are under a severe weather storm warning. This time of year, we are pretty much always under the threat of a severe rain storm at some point during the day. Sometimes it rains, sometimes it doesn't.

I started thinking though. When there is even a small hint of possible severe weather around here it glues people to their TVs. It could be rain, wind, snow, ice...you name it. It is "stop down" viewing when the weather person interrupts your regularly scheduled TV show to give an update.

What if you could tap into that kind of "stop down" reading for your marketing efforts? What would that entail? How could anyone possibly pull that off?

My thoughts are this:

1. Be Original...ALL the time. Don't start out with original thoughts then revert to what everyone else in your business does.


2. Don't be in people's face ALL the time. It's good to stay in touch and communicating with your fans, but I am referring to the emails, commercials, ads, etc, that are ALWAYS preaching "limited time" or "unique." We all know that is crap. If you are selling something for one price today, I guarantee I can get if for the same price tomorrow. Stop lying to us. We are not that dumb.


3. Don't always hold the details back from the public. If you are going to build up your skills, products, or whatever, then give us a taste. A good taste. Don't provide a million testimonials from people we don't know and think we will hand our money over. I want to see a decent sample of your "uniqueness," not just words.

Watching weather reports on TV and looking at their ratings, should be a message to everyone that it is still VERY possible to hold someone else's attention span for longer then 2 minutes. All you have to do is provide people with valuable information that has an impact on their life. The trick is creating your information in such a way that people have no doubt that you can have an impact on them.

When you do that. People will listen. Everything else is just noise.

The Vegas Principle

I'm not sure if this is a Real Theory or not, so I'm gonna proceed as though it isn't.

I just spent the better part of this week in Las Vegas and came away with great appreciation.

Now I have been to Vegas on several different occasions, but it never really dawned on me until this week what they do so well.

You see, everyone that works in Vegas understands this principle already.

They ALL understand the simple theory of being nice and courteous.

When you have a problem with your room.

No questions or doubt, just quick assistance and a gift card.

When you have a problem with where something is.

Just solutions, maps, and directions.

If you don't understand when to "hit" in Blackjack.

Ask the dealer, they will help you...if you listen, you will actually win.

What they ALL understand is that by making EVERYTHING hassle free by being nice and courteous, YOU WILL hand over your money to them!

Simple right?

Well, it really is. Take care of your customers, make things easy, and be courteous.

Vegas is such a perfect example.

I believe people want to give their money to you, but you MUST provide them with Value First.