Paul Castain's Blog

Your Prospect Probably Doesn’t Give A Sh*t About Your Value Proposition!

Posted November 30, 2021

Sometimes we say things in sales that we’ve accepted as important, but;

The prospect has no clue as to WHY it’s important to THEM!

This typically results in a prospect tilting their head sideways, confused, and wondering “Why should I care about that?”

Here are a few thoughts that will help you;

Make sure whatever you say passes the “So what?” test!

The problem with many of us is that we have discussed a selling point internally, with other people who are already sold.

In our moment(s) of almost hypnotic, repetitious chanting of the “value prop”, a simple “so what?” would have brought us out of our Kool Aid induced stupor.

Sometimes things just sound really good when we’re caught up in the moment, but really don’t mean dick to the prospect.

Example: I knew of a local security company, and their main selling point, was talking about their fleet of cars. To this day, I have no clue how THAT kept their clients safe, what problem those stupid cars solved, opportunities it helped clients embrace, etc.

Maybe the cars, were like some kind of transformers, that could vaporize someone trying to rob a facility? To this day, I ponder that very thought but I digress!

Oh, and that reminds me. In addition to “So what?” ask yourself:

  1. What problems does this solve?
  2. What opportunities does it help embrace?
  3. Why are we saying what we are saying?
  4. Could it be, that we all have just gotten comfortable with what we are saying and it’s time to say something else?
  5. Is there something better or stronger we should be discussing?

And for the gold star . . .

Have we asked our existing customers why THEY choose to buy from us?

Thought #2: Are you failing to connect the dots for the prospect?

Failure to connect the dots is when you make a statement and fail to explain why that’s important to the prospect.

The problem occurs because we are so used to discussing the selling point internally (and gaining immediate acceptance) that we, in essence, become lazy. Actually, lazy is the wrong word, and I’m too lazy to delete it. What I meant to say, is that we give our prospects an intellectual promotion and expect them to immediately find meaning and benefit. Why roll the dice like that?

And that brings us to the last test your messaging needs to pass;

The “Kitchen Table” Test

Take a serious look at your messaging from what you say on the phone, the emails you write, to your Elevator Speech, to a full blown presentation and then ask yourself;

Would I actually talk this way if I were sitting at the kitchen table, having a cup of coffee and a conversation with my prospect?

If the answer is “NO” . . .

Tell the corporate folk to shut up,  and let you speak to people like a human!

How do you get a decision maker’s attention?

I’ve got the answer (actually several) and;

We’re going to be discussing several approaches during our webinar on December 9th.

Here’s what you’ll gain by joining us;

  • The one thing EVERY decision maker looks for when a sales rep tries to communicate with them.
  • How to use the “consensus” tactic to get a decision maker’s attention.
  • How to use “cliffhangers” to create interest.
  • The 3 principals of persuasion that can help you generate appointments.
  • 2 “kits” that will help you stand out!
  • The one type of demo you should provide in order to book a demo (No, that isn’t a typo).
  • Why you need to take your prospects “off script” and 3 ways to do it.
  • How to create and utilize “3 touch mini campaigns”


Thursday, December 9th, from 11:30 am to 12:30 pm EST.

What’s Included?

(1) 60 minute online training session

Webinar replay

5 Phone/Voicemail templates

3 Email Templates

Personalized feedback when you hand in your assignment

How Much?


Click here to reserve your spot.

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