B2B sellers have an opportunity to sell more by creating and incorporating unique value proposals (UVP) into their strategy. While it may seem like a lot of work to make a UVP for each prospect, it really isn’t.
Why You Can Sell More With a UVP
In an article for Selling Power, Mike Szczesny, touts the benefits of sharing your unique value proposal with prospects. “Your UVP demonstrates the worth and added value your products or services bring, which is crucial for boosting conversions and revenue,” he explains.
This statement, or group of statements, can be what gives you the competitive edge over others.
Where to Start
One of the most critical elements of a successful UVP is that it is personalized to a prospect. This requires you to have a broad and deep understanding of their business.
As LinkedIn advises, “The first step is to identify the value drivers, or the key factors that influence your prospect's decision-making process. These are the goals, challenges, pain points, and opportunities that your solution can address.” For tips on how to best uncover these insights, take a look at these tips.
Once you’ve conducted adequate research, select specific pain points your solution solves. Be specific and concise. Choose to highlight what you feel has the biggest impact on the prospect’s success and goal attainment.
You’ll sell more by initially simplifying your focus. Remember, prospects want help from someone who is an expert and specialized; pinpoint specific areas you can deliver value.
Solomon Thimothy, writing for Inc., notes, “There might be a number of different problems that your product solves, such as costing less or saving time. However, when determining what your [UVP] should be, think about pain points in relation to your audience and your competitors.”
Incorporate Social Proof
Make sure your UVP inspires trust and demonstrates credibility by including evidence. “Social proof and testimonials help develop credibility and trust, minimize risk and uncertainty, and differentiate you from your competition,” Szczesny writes.
Incorporating others’ voices can have an impact and help you sell more. The Voice of the B2B Buyer study found that nearly half of buyers, when researching sellers, look at customer ratings/reviews on social media. And 44% say they look for referrals, recommendations or testimonials from others.
If you haven’t yet gathered reviews, testimonials, etc., get started by following this guidance. As SalesFuel explains, “When seeking and analyzing customer testimonials, focus on the tangible. Others will be more swayed by evidence of a tangible impact made by your product or service. Seek out specifics, such as how the client’s business was directly impacted, which you can do by asking specific direct questions. Also, emphasize trustworthiness.”
Be Sure to Quantify
According to LinkedIn, you will sell more if your UVP quantifies the value impact. “This is where you show how your solution can help your prospect save money, increase revenue, improve efficiency, reduce risk, or achieve any other relevant metrics.”
You can do this a variety of ways, from including case studies and benchmarks to including an ROI analysis. Doing this will help justify your pricing and shows how working with your solution will pay off in the future. And remember, ROI isn’t just about the financial. Be sure to address any emotional impacts of your solution as well.
“Rather than crafting a proposal that’s obsessed with price, highlight your skills, expertise, and customer service,” Szczesny points out.
Taking the time to craft a personalized value-specific UVP for each lead will pay off. You’ll immediately demonstrate the unique value you offer. And you’ll start establishing credibility and trust. Laying a strong foundation with these elements will help you sell more and develop lasting relationships.
Photo by Edmond Dantès