Whenever and however you interact with a prospect the reality is you only have a very narrow window to capture his or her attention. This is where your direct value statement comes in to play. You will need to be able to confidently and quickly provide your unique direct value statement in order to keep a prospect listening.
So, what is a direct value statement? It is a one-of-a-kind statement that offers a succinct overview of the value that your company provides; this is the foundation of your brand, the fundamental reason your organization exists. It should offer an insight into why someone should choose you above your competitors.
Above all, the direct value statement should be formulated so as to trigger your prospect’s curiosity and make them want to hear more.
Sounds simple, right? But it is still something that many companies overlook.
Although it should be unique your phrase can always start with the same formula:
“We assist clients [or customers] in the _______ industry [or business] to _______. We do this by _______.”
Your Direct Value Statement is extremely important. You must be able to communicate the fundamental reason people or organizations do business with you and how you do what you do. It is useful no matter what type of business you are in.
Use these four questions to help you develop your own Direct Value Statement:
- Do you work with individuals, organizations, enterprises, associations, or governments?
- Do you specialize in an industry? Market? Type of business?
- What do you help your customers do? Reduce costs? Improve productivity? Reduce turnover? Maximize returns? Gain market share? Enhance stock value? Improve profits?
- How do you do that? By improving processes? Improving manufacturing yield? Providing upgraded equipment?
Remember prospects are all interested in securing solutions to their problems. Your direct value statement should be formulated so as to trigger their curiosity and make them want to hear more about how you can help them.
Create it and embrace it and it will prove invaluable in building relationships with even the most elusive prospects.