Your Value Proposition Doesn't Matter | Sales Strategies

In my community, there is a very big named sales trainer who came out during a presentation recently and said, "Your job as a sales rep is to push your value proposition hard and often enough until the customer either buys or walks."

Of course, there were a few people who were shocked and even offended by this statement, myself included. We know that that does two negative things in your marketplace that creates a lose-lose situation.

First, you never create a value proposition and ram it down your customer's throat, especially when it contrasts with what the customer values most.

The only value that matters is the value that matters to the customer.

Each and every value proposition that you deliver to the customer has to be tied specifically to the value they need. They need to all be unique and created specifically for that customer.

When you lose that business when the customer inevitably walks away, you lose the opportunity to sell to that customer again. Most of you are in captive markets where everybody in your territory who could be a customer is already a customer. You're not getting thousands of new customers every day, so you need the ability to walk into your office and still be accepted. If you engage in client repellent behaviors, you lose that right to sell another day and you cut yourself off from potential customers.

Remember, the only value that matters is the value that the customer is looking for. Create unique value propositions specific for the customer and don't push so hard that you lose the right to fight another day.