Is a Unique Value Proposition Is a Must?

Is it necessary to create a Unique Value Proposition?  Not necessarily. Many writers and experts claim, “You must be unique to stand out in a crowded marketplace!”   I know plenty of wildly successful businesses and professionals who would struggle to define what is unique about their offering.

In a recent report, Jill Konrath said, “Weak value propositions are the root cause of most sales failure.”  I would agree.

Unique Value Proposition?  Or Authentic and Compelling Value Proposition?

Is it possible that your prospects are not responding to your emails or phone calls – or that your phone isn’t ringing off the hook –  because your unique value proposition isn’t motivating them to take action?

The truth is, your prospects don’t necessarily care “what makes you different.” They really want to know “Why are you right for me?”

How you talk about your value is fundamental to your success. It’s certainly not a bad thing to differentiate yourself from others who do what you do. But more important than a Unique Value Proposition is an Authentic and Compelling Value Proposition – a value proposition that connects with the prospect and creates movement and turns prospects into clients/customers.

3 Ways to Turn a Unique Value Proposition into an Authentic and Compelling Value Proposition

  1. Go for One Solid Introduction – With impromptu client phone calls, it’s often difficult to buy enough time to ask for referrals. What’s more, you’ll rarely have the time to create a solid, not-going-to-fall-through-the-cracks introduction. In these cases, go for one solid introduction to a qualified prospect. Forget the “brainstorming” concept that I teach and focus on getting introduced to one new prospect who’ll be waiting to hear from you.
  2. Create the Time – Personally, I like to work from scheduled phone appointments as much as possible. In addition to allowing me to have a more proactive (less reactive) day, I’ll have more time to talk about referrals, introductions, and other important matters without feeling rushed. While this isn’t always possible, it will certainly give you more control over your day and time for key conversations.
  3. Come Prepared – The “S” in our V.I.P.S. Method™ stands for “Suggest Names & Categories. You will always be more effective asking for referrals when you come prepared for the conversation.  Start narrow – with a specific person if you can – and then continue to broaden with a category or two. The number one cause of referral failure is not coming prepared to suggest an introduction to a specific person.

I hope you found these guidelines on how to ask for referrals helpful.  Remember, the stronger the relationship you have with your client, the easier it is to break all the rules.

Related: LinkedIn for Financial Advisors: Insider Strategies for Getting Your Posts Seen