Why Having a Unique Value Proposition Is Overrated (& What to Focus on Instead)

营销专家总是谈论我们必须如何拥有独特的价值主张或独特的销售主张。他们认为这可以帮助我们在市场上看起来与众不同，或者强调使我们与众不同的原因。

有时，我们需要定义和强调我们的差异化，以引起我们的前景和对我们业务重要的其他人的注意。But分化,distinction,或存在uniqueisn’t the end game.

The end game is moving someone to take action: To respond to our email or voicemail, grant us an appointment, to do business with us, and to follow our recommendations.

您独特的价值主张的每个部分都应达到两个不断共同起作用的目的。

1. 关联：What makes you different isn’t worth a hill of beans if you aren’t relevant. How many times have you had someone tell you about their product or service, but never took the time to know if what they offered was relevant to your world -- or at least make an attempt to learn your world first to tailor how they communicated their value?有youever been guilty of just talking about your value before getting to know the receiver of that message?
2. Compelling:在这种情况下，compelling方法move to action. We cannot move someone to action until our message is relevant to them.然后，我们必须继续提出问题并以一种行动的方式讨论我们的价值 - 否则，我们只是在没有有意义的行动的情况下创造了有礼貌的兴趣。

相关性是一条双向街道

我们如何谈论我们的价值应设计为attractthe right prospects into our world and simultaneouslyrepel错误的前景。

当您制定价值主张时，缩小信息的范围是您如何仔细地谈论价值会使您想进入自己的世界并取消那些不参赛的人的资格。（让别人为不合适的潜在客户和客户服务。）

我们如何制作相关和引人入胜的价值主张与我们通过推荐和个人介绍来实现更多新的和合格的潜在客户的能力有着千丝万缕的联系。

4“最终价值主张”的特征

如果是unique或者不同的不是什么让您赢得新客户的业务，什么是？

被正确的适合。你的前景必须perceive you as the perfect fit for them or they’ll keep looking. Like I said, being a little distinct can draw someone to you at first, but if they don’t continue to see the relevance in your solutions, you’re history.

这是成功设计的价值主张的四个特征，它将赢得新业务。

1) Targeted

In just about every industry we could name, generalization has given way to specialization. If you haven’t already done so, get super clear on the demographic and psychographic characteristics of your ideal client. A targeted value proposition is at the heart of all the elements that follow.

This targeting, or narrowed focus on who you are trying to attract into your business, creates what I like to call "macro relevance."

2）吸引人

不用说,我们想谈谈our value in a way that attracts people toward us. Being targeted helps, because the prospect will think, “This gal understands my world” or “He gets me.”Probably the most important aspect of an attractive value proposition is your “personal why” or “personal mission.”这是你成为的地方真实的to your prospect, which is what makes you attractive.

3) Authentic

有you ever heard someone talk about value in a way that may have been “different” but just didn’t seem genuine or “real?” Tricky, trite, or cheesy value props are often associated with the elevator pitch. Having a short, concise, and interesting way to communicate our value is important. But if what we develop does not feel genuine to us, we won’t use it (nor should we).

4）微型相关

This is probably the most important of all these elements, and you can probably surmise that the first three feed into this one. More than anything else, your prospects want to know, “Why are you the right fit for me?” Meaning… “Why are you, your value, your solution, and your mission most relevant to me?” How do you create relevance?

There are two phases to being Micro Relevant. First, before you contact a new prospect, learn as much as you can about that prospect before you even reach out to them. When you look at your prospect’s LinkedIn profile, their Facebook page, their bio on their company website and what you can learn from your referral source, you become super relevant to that prospect.

Do you want to look different in the marketplace? Do your research before you contact a prospect. You will find your emails get returned and your voice messages get answered.

其次，当您与潜在客户见面时，进行对话，而不是立即进入演示模式。给他们一些您的背景以及您的工作，但请混合教导，挑衅和剥落洋葱层的高价值问题。我不认为“销售电话”应该是纯粹的演讲，也不应该是纯粹的宗教裁判所。您想创建一个对您的潜在客户和您的价值带来价值的对话。

At some point in your sales process, if you sincerely believe you are a good fit for the prospect’s situation, tell them that and tell them why. Tell them why you believe your offering is relevant to them. They want -- no,need- 知道这一点。

永远不要以为买家会自己得出这个结论。自信并为下一个逻辑步骤提出建议 - 无论可能是什么。

如果价值主张不会强迫某人采取行动或为您的潜在客户创建运动，那么这是致命的。对于您的价值主张采取行动采取行动的第一个也是最重要的方法是与之相关。

当您问的每个问题，您所说的一切都是相关的to your prospect, you are attractive, authentic, targeted, and distinctive. You will appeal to the emotional component of the decision making process and will win the new client.

如果橙色是新黑色，那么相关性就是新的区别！