Specialisation Secrets and Value Propositions: How to stand out and get the attention of your ideal clients
Our speaker, Michael Zipursky, CEO of ConsultingSuccess.com and Coach to Elite Consultants, will discuss the importance for consultants to develop a good value proposition in order to stand out from the competition and communicate the right message to their target market. Ahead of his webinar, Michael shared a few insights on how to create an effective value proposition and attract the ideal clients.
How to Differentiate Your Consulting Business from the Competition
Buyers of consulting services have more choices today than they’ve ever had before. While that’s great for them, it poses a challenge for you, the consultant.
How can you position your business so that you’re seen as the best choice?
One of the most powerful ways to answer this question is with a compelling value proposition.
What is a Value Proposition?
According to Wikipedia, a value proposition is “the promise of value to be delivered and the belief from the customer that value will be experienced.”
In simpler terms, a value proposition is a statement that conveys “Here is who I help, how I help them and why you should choose me to help you.”
Four Reasons You Need One
There are four main reasons you need to have a well-crafted value proposition
1. It helps you to get the attention of your ideal buyer.
2. It sets you apart from your competition.
3. It makes you the obvious choice in your marketplace.
4. It positions you as an authority and expert that people want to buy from.
Drop the Slogans
A value proposition is not a slogan. This is common mistake consultants make. They believe that because Nike says “Just Do It” and McDonald’s has “I’m lovin’ it” that they too can use a short and cute statement. That doesn’t work, here’s why…
Billion dollar companies spend millions of dollars each year on advertising and branding campaigns. People know who they are and what they do.
As a consultant, you don’t have that luxury. You’re not a household name.
Because your value proposition is often the first thing your buyer encounters (whether on your website, brochure or even when you introduce your company in person), it needs to be clear.
It must communicate a) who your ideal buyer is and what you specialize in; b) the result you produce and the benefits you offer; and c) why the buyer should choose you over the competition.
How does the value proposition for your small business stack up? Do you even have one, and can it be improved? If your business offers great value to the market you serve, it’s time you communicated that with a value proposition that positions you as the preferred choice.
Be sure to register and attend Michael Zipursky’s Online Value Proposition Workshop on October 13, 2016. Registration details available here
Michael Zipursky is the CEO of ConsultingSuccess.com and Coach to Elite Consultants. His Accelerator Coaching Program has helped consultants attract more clients and create sustainable and profitable consulting businesses. His work has been featured in MarketingProfs, Huffington Post, Maclean’s, Financial Times among other media. Over 20,000 consultants read Michael's weekly consulting letter each week.