How to Create a Winning Value
Proposition and Become the
Company That Clients Want to Hire
Written by Andrew Ludlam
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
Introduction:
Let me begin by revealing to you a key business growth strategy:
“Your prospective client never buys your product or service… they only ever buy the results
of that product or service”
In fact we all do. We all purchase the ‘results’ as opposed to the product or service itself.
Now, take a look at your website: do you discuss the results, the solutions and the outcomes
that your service provides?
In my experience far too many professional service firms are wrapped up in their skill set,
and not the deliverables and outcomes of their services.
I urge you to metaphorically step outside of your business and see it from your client’s point
of view. Therefore imbue your marketing messages with the results, the solutions, the
outcomes your business provides because this is what your prospective client is truly buying.
The 7 Second Rule
When looking at your company website, I believe that within 7 seconds, I should get a sense
of what your firm is about and more importantly: what makes you different.
Your first test: review your website.
Now, be very honest... Do you truly feel your company’s website demonstrates your
uniqueness in the market place? Does your home page clearly set you apart from the
competition and persuasively articulate the results and value you can offer a prospect?
Rightly or wrongly, prospects make assumptions. It’s one thing to state that you are an
authority in your field, however it is far more important to convey this. From your business
cards, to your website, to how you dress, from the language you use, even down to the price
you charge: your prospect makes assumptions, based on what you put in front of them.
Your marketing, your ‘posture’ will always be taken at face value. Perception is reality. Or
to be more exact, perception – in the eyes of your prospect – is reality.
Truth is, if you only ever offer, say, ‘legal’ services then you will only ever be perceived
much like everyone else in your industry. And, with no clear point of differentiation you will
always be competing on price.
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
Mini Case Study:
As a mini case study, I’ve just been on Google and typed in the search term ‘London
Solicitors’. Here is the opening statement on the front page of a website I randomly looked at
(I won’t mention the company name!):
“XYZ LLP is a fast growing law firm acting for a broad range of clients including
multinationals, established SMEs, entrepreneurs and start-ups… We also have a substantial
number of international clients and they look to us for guidance and support as they grow…
We bring an understanding of business to our work and this helps to provide intelligent,
dynamic solutions to our clients’ legal problems”
As a professional service firm you must move away from the bland, empty rhetoric that fills
most company websites and marketing materials – and instead – create a clear statement of
the tangible results a client receives from using your services. You need to establish your
value proposition.
Establishing Your Value Proposition
A value proposition is often confused with an “Elevator Speech” or a “Unique Selling
Proposition” or USP.
An Elevator Speech is a short statement often pulled out at networking events, used to attract
potential clients and stimulate discussion. Whilst a USP – a statement about what makes you
and your company different – is imperative when a prospect has already decided to make a
purchase decision.
A value proposition is a promise of value to be delivered, a clear statement of the
tangible results a client receives from using your services. It is outcome focused and
stresses the business value of your offering.
Once you have developed a succinct and compelling value proposition it must be included on
the home page of your website and across all of your marketing collateral. Just as
importantly, ensure all your staff remember, live and breathe your value proposition.
How to Craft a Winning Value Proposition
A strong value proposition needs to both specific (specificity sells, so the more specific your
value proposition, the more attractive it is) as well as describe what you do in terms of
tangible business results. Essentially a strong value proposition should break through all the
marketing clutter and get the attention of your prospective client. This really is the first
critical step to achieving more growth in your business.
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
So firstly, you need to ensure that your value proposition is relevant to the audience you are
targeting. As I’ve just mentioned specificity sells. So rather than ‘We help business
owners...’, you should use, ‘We specifically work with high-turnover business owners in
Essex...’.
Mind Your Language
Your value proposition needs to be in the language of the client. Ideally it should join the
conversation that is already going on in your client’s mind. In order to do that you need to
appreciate and know the language your clients use to describe your offering and how they
benefit from it. Very often the way you speak about your services is very different from how
your clients might describe it!
So you need to determine what your prospective clients really care about. In short, you need
to describe what you do in terms of tangible business results. So think about what really
matters most to the type of client you are looking to attract.
Think beyond the services you provide – focus on the results and outcomes of your services.
The best value propositions are clear: what do you do, for whom and how is it useful? If you
can answers these questions persuasively then you’re on the right path. Clarity is always key.
If your value proposition makes people go “What?” – or worse – feel indifferent, then you’re
doing it wrong. If they have to read a lot of legal rhetoric and ‘we always put the client first’
nonsense, then you’re still doing it wrong.
A key role for the value proposition is to set you apart from the competition. Today more
than ever before, people are using the internet for research. Similarly most of your
prospective clients will be researching 4 to 5 different service providers before they decide
who to contact. So you want your offering to stand out in this important research phase
– therefore a compelling value proposition will keep you in the game!
So how do you make your offer unique? Sometime it can be hard to spot anything unique
about your service offering. Sometimes it’s obvious.
For example, a firm of accountants I have been working with can deliver accounts within a
72 hour turnaround at the month end. This is a very compelling point of differentiation for a
prospective client, and so I have now incorporated this into their value proposition.
Here is my approach when working with a client:
i)
Review each and every aspect of your service offering – look for the ‘bright
spots’: specific elements of uniqueness that perhaps only your company can offer
the client.
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
ii)
Add the metrics – where relevant show how much you’ve improved something –
the extent of the results you achieved. Add the numbers. For example, can you
deliver your services within a specific time period?
iii)
Review the competition – very often you will find an area or angle where you
can ‘out do’ the competition, and then incorporate this in the value proposition.
iv)
Reset and lock the client’s buying criteria – this is very effective, so let me
explain…
Very often your prospective client will have any number of assumptions, concerns and maybe
even fears when looking to engage your services. And very often this will have been based on
what they have experienced or researched before landing on your website.
So with this in mind, I will often work with a client to develop a value proposition that
incorporates a totally unique “promise” that both resets and locks the buying criteria of their
prospect. In other words…
Include in the value proposition a series of clear, compelling and tangible points of
differentiation that represent both the articulated customer priorities as well as those that
represent their silent priorities. This strategy is very powerful in gaining a competitive
advantage.
For example, I recently devised a value proposition for a very large security firm based in
West London. It detailed five specific reasons for using this company, or five “client
promises” that they now use across all their marketing collateral, and as such it has helped to
greater position this company as leaders in their field.
Incorporate Your Value Proposition Everywhere
Finally, your value proposition shouldn’t just be used on the website. You can use it:
•
•
•
As a basis for all your marketing collateral.
To develop a telephone script with that highlight the key business results you provide.
As the core message and take-away from any presentations you or your staff give.
That said a biggest benefit you get from understanding your value proposition is a more
strengthened belief in your own offering.
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
Final Words:
With a unique value proposition – a clear statement of the tangible results a client receives
from using your services – you will move away from the plethora of other service providers
and become a category of one in the marketplace
With a strong value proposition that you and your staff believe in, you’ll work harder to
target the right clients and be less discouraged by rejection. You won’t question or doubt
what you do, as you will know that what you offer makes a real difference.
Every marketing initiative and activity will be underpinned by your winning value
proposition. Start working on this today and become the company that clients want to hire.
(I have a value proposition worksheet that I use to help private clients craft a value
proposition. If you feel this might be of use please contact me for a copy).
I hope you found this guide valuable. As they say the ‘devil’s in the details’, however this
information does work – as it’s all based on real experience working directly with clients
such as yourself. You just need to implement it and take action…
All the very best,
Andrew Ludlam – Maverick Marketing Consultancy
P.S. Are You Ready To Grow?
The frustrating challenge for many business owners is they know they are good at what they
do, that they can grow much faster – they just don't know how... Maverick Marketing
Consultancy provides specific and proven marketing systems and know-how that, when used
correctly, can achieve dramatic growth.
To find out more about how my services can benefit your business please turn the page…
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk
Andrew Ludlam – Maverick Marketing Consultancy
Professional service firms hire me to solve one of these three
business problems:
•To generate better and more targeted leads
•To position themselves as authorities and develop a competitive
advantage in their industry
•To deliver significant bottom-line growth often within 12 months
or less
For the last 10 years I have worked with clients across a diverse range of sectors, designing
and implementing practical marketing strategies, systems and tactics geared entirely at
driving their business forward.
“Since working with Andrew he has increased my business turnover by 30%. In these tough
economic times that is a fantastic achievement. Andrew’s attention to detail and results
orientated focus achieved real business growth, finding new and innovative lead generation
techniques along the way as he helped me to gain a better insight into my customer base. Andrew
is a brilliant marketing strategist, an extremely creative copywriter, and very easy to work
with” Mark Mortlock – Director – Imagery & Design
“Andrew’s insightful advice and application has given our company a renewed perspective on
existing and future marketing strategy and implementation. I now have the tools that I can use to
get results and I would highly recommend his services”
Beverley Layne – Blayne Beckford Legal Consultancy Ltd
So What Next?
If you genuinely want to grow your business and feel you need some practical help, then
please visit www.maverickmarketingconsultancy.co.uk to see if I can help. (Whilst you’re
there take a look at the “Why Me” page – 4 very specific reasons that I feel set me apart)
Or if you want to chat, you can call 07734 862236 or email me directly at
[email protected]
Maverick Marketing Consultancy
Email: [email protected] | Web: www.MaverickMarketingConsultancy.co.uk