Tag Archives: Individual

How Do You Communicate Your Value Proposition? Four Methods

Situation: A company offers a service that can potentially boost clients’ revenues by 50% or more. However, the CEO has found it difficult to communicate this value proposition to potential clients. While some clients understand and have bought the company’s service, too many others have not. How do you communicate your value proposition?

Advice from the CEOs:

  • Not everybody will buy any service, no matter what advantages it offers. Here are steps to take:
    • Make a list of clients that you have closed, and those that you have not.
    • Identify whether there is a difference in the profile of the clients that you’ve closed and those that you didn’t.
    • From the commonalities among those clients that have accepted your value proposition, create an ideal customer profile.
    • Use this profile to pre-qualify potential new clients and assure that they meet this profile before investing in sales efforts.

By focusing sales efforts on those clients that you are most likely to close, you will improve your close rate and also reduce your sales cost to revenue ratio.

  • As you cultivate a new prospect, identify those individuals within the client company who can block your sale. Make these individuals heroes for supporting your offering. Offer them appealing learning retreats. Offer augmentations that appeal to the unique needs of the client. Raise your prices to fund these augmentations, but more than cover these costs with boosted revenues to the client.
  • Focus on the key WIIFM – “What’s in it for me” – that will appeal to key purchase influencers. Enlist these people as your evangelists within the client.
  • Emphasize not just financial benefits, but quality of life benefits that will accrue to clients through your service. Back this with a guarantee that you feel comfortable making.

How Do You Build Strong Teams? Seven Suggestions

Situation: A company has lost the team spirit that they had when the company formed. The CEO has struggled to revitalize this spirit but encounters resistance from some employees. What techniques have you found effective in building or rebuilding a strong team culture and improving team performance?

Advice from the CEOs:

  • If an individual is resistant to team meetings, work with them one-on-one. Listen to their concerns about meetings and ask questions to focus them on a higher level of concern – individual and team performance and the need to build effective teams to enhance this performance.
  • If an organization has divided into functional silos, form multidisciplinary teams around initiatives to build inter-team synergy.
  • Choice of leader is critical in team formation. The best teams have the most effective leaders.
  • Crisp, clean communication is important. Document verbal commitments in writing.
  • Select team membership with an eye to team compatibility. Avoid putting individuals with a history of conflict on the same team, particularly if this is a management team.
    • Engineering product teams – where individuals work independently on distinct aspects of a larger project – may be more tolerant of past conflict as long as team activities do not require collaboration among individuals with a history of conflict.
  • Look for common value systems and common focus when assembling teams. This helps to build the team as a strong unit.
  • Recommended Reading: The Five Dysfunctions of a Team – Patrick Lencioni.