What are you good at? What can you do better than your competitors? Why should I buy something from you? Many companies think they know the answers to these questions but often they don’t or cannot communicate them clearly. Technology companies in particular often emphasise a list of unique product features without clearly tying these back to a business problem they solve for their customers. According to the Forrester Research paper “Six essential elements of an effective technology marketing pitch”, only 34% of business professionals indicate that their best IT providers are able to articulate the business value of their solutions.
Another common problem is lack of a single definition within a company – if you ask two different sales people you get two different answers as to what they do and why they’re the best. Is this a big problem? Well, yes if you want to sell anything. From the outside, a lot of companies look the same to their potential customers. The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. You have to make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. You do this by defining a clear and compelling Value Proposition. Read More