{"id":1622,"date":"2008-06-18T07:58:35","date_gmt":"2008-06-18T12:58:35","guid":{"rendered":"http:\/\/selectmetrix.com\/blogs\/2008\/06\/value-proposition-you-dont-have-to-be-different\/"},"modified":"2008-06-18T07:12:03","modified_gmt":"2008-06-18T12:12:03","slug":"value-proposition-you-dont-have-to-be-different","status":"publish","type":"post","link":"http:\/\/selectmetrix.com\/blogs\/2008\/06\/value-proposition-you-dont-have-to-be-different\/","title":{"rendered":"Value Proposition-You Don’t Have To Be Different"},"content":{"rendered":"

MarketingProfs.com has a superb, thought-provoking article<\/a> regarding value propositions.\u00a0 If you have read The Hire Sense<\/em> of late, you know this is a topic we are exploring in many facets of sales.\u00a0 I have to confess, this author’s take is completely different (irony there) than the other points I have read on this topic.<\/p>\n

Here is the gist of his commentary:<\/p>\n

So be different: Stop listening to the continuous pleas from consultants, marketers, and textbooks to be different… one of a kind.. .a shining beacon of newness in a sea of same-old same-old.<\/p>\n

Focus instead on actually delivering the value to the market that you say you deliver (which, in and of itself, can be uncommon if not unique), and find ways to create a conversation with buyers around that message.<\/p><\/blockquote>\n

Well stated for sure.\u00a0 He provides an example involving two oral surgeons which I don’t think carries as much weight.\u00a0 The reason is that in sales you have to have some differentiation when you approach a prospect.\u00a0 His example involves a committed prospect (toothache patient) looking for a solution.<\/p>\n

But what if the prospect was simply a person who had a dentist they had been going to for 10 years and were relatively pleased with them?\u00a0 Simply claiming you deliver on what you say you deliver is probably not going to be enough to get the prospect to change – you must bring unique value to them.\u00a0 This is where his approach breaks down.<\/p>\n

Nonetheless, he still makes some excellent points about this topic.\u00a0 I particularly enjoyed how he unpacked this common-sounding copy:<\/p>\n

Some firms seem to take the quest for differentiation literally, creating a spate of “we’re different” messages. Consider a top Boston law firm with the following message:<\/p>\n

At [FIRM Name], we practice law differently. While our attorneys agree that results drive our business, building relationships with our clients and providing value-added service is the key to our success.<\/em><\/p>\n

This firm might be amazingly good\u2014and, from what I know of their reputation, they are. However, results’ driving business, building relationships, and providing value-add are pretty par for the course\u2014both as firm goals and marketing copy.<\/p><\/blockquote>\n

I suspect that copy sounds a bit too common to some companies.\u00a0 Finally, there is this list of how clients buy (emphasis mine):<\/p>\n

So what is it that clients are, indeed, looking for? In my experience, and according to research such as How Clients Buy,<\/em> most buyers want to tell service providers the following:<\/p>\n