Hey there,
Welcome back!
Now that you have helped your client understand the impact of the problem and the results they aim for, it's time to create a proposal and deliver a 🏆 winning sales pitch. (If you missed last week's deep dive, read here.)
To deliver a winning sales pitch, you must have a Unique Value Proposition.
What is a Unique Value Proposition?
If you ask Notion AI,
A Unique Value Proposition (UVP) is a statement that describes the unique benefits and value that a product, service, or solution offers to its customers. It sets a business apart from its competitors and helps it stand out.
For me, UVP is more than your unique solution.
A Unique Value Proposition must be linked to YOUR client's business goals and objectives.
We must look at this from the lens of our clients. What is important to them? What business goals do they want to achieve that will create the most significant impact?
For example, if a client's goal is to reduce operational costs, a value proposition might focus on how your product automates labour-intensive processes, thus decreasing expenditures on manual labour.
To lower risk, you could emphasise the stability and reliability of your product, backed by solid customer service and warranties. If the goal is a faster time to market, your solution's speed and efficiency in accelerating product development and launch could be the highlight. For clients looking to decrease operational expenses or capital expenditure, you could illustrate how your solution's scalability and resource optimisation leads to significant cost savings.
In terms of enhancing customer loyalty and increasing market share, you might underline how your product improves customer interaction, leading to higher customer satisfaction and retention.
If the aim is to decrease churn, you might showcase our product's ability to analyse customer behaviour and predict churn, allowing for timely intervention. For those seeking faster response time or simplifying complex processes, we could demonstrate how your intuitive design and automation features streamline workflows and improve efficiency.
Other examples of business goals
Improved customer retention
Faster deployment
Minimised risk
Reduced cycle time
Increased MTBF (Mean time before failure for preventive measure)
Increased ARPU (average revenue per unit)
Improved asset utilisation
Understanding and aligning these value propositions to your clients' business goals will be part of your sales pitch.
A winning sales pitch is when your client's unique situation, including their business goals and key decision criteria, intersects with your unique solution and its benefits.
For instance, let's assume your client is a growing e-commerce company aiming to accelerate their order processing and delivery timelines – these are their business goals and primary decision criteria. If your solution is cutting-edge logistics SaaS that optimises order processing and delivery routes, the benefits of your solution directly align with the client's needs.
Next, highlight your unique selling point.
What makes you stand out from the competition?
For instance, your AI-driven predictive analytics feature accurately forecasts future order volumes and provides valuable insights for optimal resource allocation, setting you apart from competitors.
By highlighting this in your pitch, you meet your client's decision criteria and provide additional value.
So, the intersection of your client's unique situation and your solution's unique benefits is a compelling sales pitch that addresses the client's needs and shows why your solution is the better choice.
This alignment shows that you understand your client's situation, solidifies a relationship of trust, and significantly increases your chances of enabling your client to move forward and make a decision.
Now, let's write your sales pitch.
Could you follow the template below? Let me know how you go...
I'm thinking of hosting a workshop on this. Would you be interested?
I will launch the workshop if I receive more than 30 "yes" responses. (You can either attend live or access the recording.)
Thanks for being here.
When I see you read my weekly newsletter, my heart is full.💜
Next week, we are going to do sales forecasting!
I believe that this is one of the scariest tasks for salespeople because it requires putting ourselves on the line. But don't worry, I will share with you the best practices for sales forecasting. With this knowledge, you can confidently create your sales forecast, and your stakeholders, management, and team will love you!
💡Thought for the week
People often ask me why I have a newsletter.
Writing serves as a forcing function for me. When I started coaching and teaching, I realised the need to clearly express the frameworks and strategies I learned during my 25 years of corporate sales. Writing has been instrumental in helping me achieve that.
“Ce qui se conçoit bien, s’énonce clairement”
"What is clearly thought out is clearly expressed"
-Nicolas Boileau, a French writer and critic from the 17th century.
All the best, see you next week!
Ren