Selling Your Expertise - High Performance Advocates · Th e Value Proposition SELLING YOUR EXPERTISE 3 “Too many people overvalue what they are not and undervalue what they are.”

SELLING YOUR EXPERTISE

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SELLING YOUR EXPERTISE 2

The Six Defi ning Qualities of the Conceptual AgeOutline how your expertise can be demonstrated using each of the six qualities:Outline how your expertise can be demonstrated using each of the six qualities:

• DesignDesign

• StorytellingStorytelling

• SymphonySymphony

• EmpathyEmpathy

• HumorHumor

• Meaning

What is your Expertise?Why do people come to you over and over again?

Th e Value Proposition


“Too many people overvalue what they are not and undervalue what they are.” — Forbes

Th e Value Proposition: A value proposition is a clear statement of the concrete results a customer will getfrom purchasing and using your products and/or services. It is focused on outcomes. So as opposed to theabove examples, the smart business person will always speak in terms of results that products can create.above examples, the smart business person will always speak in terms of results that products can create.

A good example might be: “Our products help people leverage the internet to triple their market reach andA good example might be: “Our products help people leverage the internet to triple their market reach andcut marketing costs in half when launching new products.”cut marketing costs in half when launching new products.”

Put these into order for your company:Put these into order for your company: ________ Price ________ Price ________ Speed ________ Speed ________ Quality ________ Quality ________ Innovation ________ Innovation

Ask YourselfAsk Yourself • Who are your ideal customers? • Who are your ideal customers? • What makes you diff erent? • What makes you diff erent? • What are your primary benefi ts. • What are your primary benefi ts. • What is the experience your customer has when doing business with you? • What is the experience your customer has when doing business with you? • Why would a customer pick you over someone else? • Why would a customer pick you over someone else?

In the space below write 3-4 sentences that defi ne Value Proposition. In the space below write 3-4 sentences that defi ne Value Proposition.


An elevator pitch:An elevator pitch: Answers the question “what do you do?” It’s a short answer that defi nesyour customer and the general area you help them with. An elevator pitch is a short foundation of ayour customer and the general area you help them with. An elevator pitch is a short foundation of avalue proposition.value proposition.

In the space below write 2-3 lines as an Elevator Pitch.In the space below write 2-3 lines as an Elevator Pitch.

A Unique Selling Proposition: A Unique Selling Proposition: Answers the question, “What makes you diff erent?”Th is is another shorter part of the value proposition.Th is is another shorter part of the value proposition.

In the space below write a one sentence Unique Value PropositionIn the space below write a one sentence Unique Value Proposition

Elevator Pitch


DEVELOP SELLING SYSTEM

• What is your niche?• What is your niche?

• What results are you selling?• What results are you selling?

• What problem do you solve?• What problem do you solve?

• How do you create promise and excitement?

Sales = Current dissatisfaction x Future promise > the cost or fear of not having your product.

Th e Primary Reason Sales Fail

• No Written Selling System • Most small and medium sized

companies do not have a written sales program or document the sales program or document the entire selling procedureentire selling procedure.

Th e Secondary Reason Sales Fail

• No Selling System Structure• No structured method for handling leads. • No follow through process.• No pipeline structure.• No pipeline structure.


What is the diff erence between Marketing and Sales?

Create Your Structure

• Using a sales funnel, design the outline of your sales system.• Be sure to include steps for each “yes” and for each “no”.• What resources do you need to implement to have an eff ective system?

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Selling Your Expertise - High Performance Advocates · Th e Value Proposition SELLING YOUR EXPERTISE 3 “Too many people overvalue what they are not and undervalue what they are.”