Is their a game and/or analogies that can help sales people understand
the importance of offering a strong value proposition?
Hello. Yes, there are some analogies that can be of aid to you. First
and foremost, I think the main factor in creating a successful value
proposition is to help the sales force understand what is unique and
different. It is very difficult to quantify the intangibles of
service, but I have been successful with a few different strategies.
First: I have structured my intangibles into either two categories:
reducing costs or increasing sales/revenue. An interesting game I have
played is to have the sales force create lists under such categories
in a contest.
Second: Identify specific areas for the value proposition. I.e.,
Because your company is strategically placed within a hundred miles of
your customer, the supply chain and invoicing are directly influenced.
As such, a customer will save in transportation (easily quantified by
determining mileage differences between you and competitor X avg. fuel
cost); lead times may be reduced, resulting in a lower daily inventory
cost (easily factored); and inventory turns can be increased. This is
just an example, but can be easily replicated. The key is to involve
the sales force by giving an incentive to individuals who determine
what metrics are important and creating a formula for quantifying
them.
Third: Presentation, presentation, presentation. For every value
proposition they prepare and present, give them an incentive (sales
people are usually concerned with motivations). As they get more
familiar and comfortable, they will realize that they can increase
sales (and thereby their commission) through a value proposition.
Creating a 'standard' spreadsheet or report that is to be taken in
with every proposal is key, as the sales people may lack the overall
skills to do so individually.
Last but not least, there is a company that specializes in selling the
value proposition that my company has used nationwide. The "Profit
Specialist" by a group out of Houston
(http://www.aarthun.com/type2.asp?pid=54). |
