Just as the real power of the President comes from the people that vote him into office, the real power of your value messaging comes from the customers you have already helped to achieve that value.
One of the main concepts that we teach sales people in communicating their message of value to a prospect, is to utilize the success stories of their existing customers in their sales presentation. The advantage of this concept is that you become a messenger of your customers' ideas and achieved value rather than a messenger and proponent of your own ideas and interpretations.
Can you feel the power in being able to confidently make the following statement to your prospect?
"Based on the value we've created by solving specific business issues for customers of similar size, in similar industries, we predict we will also be able to create this value for you."
Of course the real power in that statement comes from being able to back it up with real data. The process for developing the data and tools you'll need to make this statement to Power and support it is straightforward:
1. Conduct audits of the customer base to uncover the quantifiable value your solution has produced by solving the executive-level pain points.
2. Gather specific data about your prospect (if you haven't already).
3. Use your research and knowledge of the value your solution has created in the past to predict the value you can created for the prospect.
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