Your Prospect Needs To Continually “Bump Into” Your Value Proposition

by Paul Castain on May 17, 2017

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On the surface, you and your competitors look and sound the same until;

You clearly articulate your difference but;

There are lots of things tugging at your prospect’s attention span, that can easily help them forget.

That’s why you need to premeditate when and where you will reinforce your value proposition.

Some ideas for you to ponder . . .

When you send your thank you note. Perhaps you could casually reinforce a point?

An emailed recap. I encourage my coaching clients to use their prospect’s exact words and phrases. There are a lot of reasons for this but for now, let’s just say, its hard for someone to object or push back on what they, actually told you. Note: I get into the psychological reasons for the recap HERE.

Content, especially things that educate the buyer on how to properly buy your widget. One of the most powerful formats you can use, is the old “What Every ______ Should Know About ____”  format.

Example: Let’s say you sell printing. You could create a brief, one page PDF “What EVERY Marketer Should Know About Selecting A Printer.

Or you can simply devise a guide (that teaches people how to make a better purchasing decision) like I did when I created my How To Hire A Sales Coach resource.

Follow up emails reinforcing your key points but;

Done in a way that it doesn’t seem like you’re saying the same, exact, thing, over and over again.

You can also put a “PS” in your email casually reinforcing a point. Example “PS The Average Cost Of Turnover (In A Sales Related Position) Is Anywhere From 150-300% Of The Rep’s Salary. Click HERE To Learn Why.”

A brief “talking point” or two during an upcoming follow up call to reinforce your key points.

A quick question or three between meetings to help lead your prospect on a path of self discovery (of your value proposition)

A story or an example to reinforce a key point.

Something creative to reinforce a selling point.

Note: Creativity is an AWESOME thing but it will backfire and bite you in the ass if you don’t clearly tie it in with your point. Otherwise it’s like “Yeah, thanks for the pocket lint and eggshells dude. Not sure why you sent them to me!”

You also need to use “evidence” repetitively throughout the sales cycle.

“Evidence” consists of various things that help reduce doubt, skepticism and hesitation.

Things like facts, testimonials and using analogies so your prospect really grasps what you’re saying.

Note: I’m going to be discussing multiple forms of evidence during our 12 Ways To Safeguard Your Deal webinar tomorrow (May 18th) . You can learn more by clicking HERE.

Prospects might also need to hear things that clear up typical misunderstandings more than once.

Example from my sales training business;

People constantly think that if they can’t make an upcoming webinar of mine, it would be pointless to sign up.

So I make sure I continually reinforce the message:

“Can’t make it May 18th, at 11:30 am EST? Sign up anyway and I’ll send you the webinar replay later that afternoon. View it anytime during the next 60 days.”

The old adage about repetition has us believing that it is the “Mother of skill”.

While that’s certainly true, I believe it’s also the;

Mother of brand meaning;

Whatever you say and do;

Repeatedly and consistently;

Becomes associated with YOU


So let’s agree that communicating our value proposition in a “one and done”fashion disrespects the fact that our prospects;

Have WAY too many things competing for their attention already.

How will YOU leverage the power of repetition to solidify your value proposition?

I’m going to be sharing numerous tactics to help you reinforce your key selling points during our 12 Ways To Safeguard Your Deal webinar, Thursday, May 18th, at 11:30 am EST.

Have you signed up yet?

Registration is about to end which means, you’re about to miss:

  • The 30 Triggers That EXPEDITE Your Sale.
  • How To Get Access To ALL Of The Stakeholders Without Offending Your Contact.
  • The FedEx You Need To Send Before EVERY New Prospect Meeting.
  • How To IMMEDIATELY Take Control (Without Being Manipulative)
  • The 5 Types Of Questions That Propel The Sale Forward
  • What To Say/Do When Your Prospect Wants To Take 3 Bids.
  • 1 Dozen Ways To Reduce Doubt, Skepticism and Hesitation.
  • The Email You MUST Send After EVERY New Business Appointment (And No It Isn’t A “Thank You” Email)
  • 5 Ways To Keep Your Prospect Engaged and Focused On YOU; Even Between Meetings and Phone Calls!
  • A Communication Plan to Outfox, Outmaneuver and Outsell Your Competitors!

The investment is only $99 and here’s what you’ll get;

(1) 90 minute webinar


The Webinar Replay (Sent out later that day)

Email Access To Me to answer any webinar related questions


Can’t make it tomorrow, May 18th, at 11:30 am EST?

Sign up anyway and I’ll send you the webinar replay later that afternoon. View it anytime during the next 60 days.

yes let me in

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