PPB May 2018

I f you don’t knowwhy customers should choose to work with you, how are they going to know? One of themost important pieces of information you need to know is why someone should buy fromyou. Our industry is changing and evolving at an accelerated and alarming rate. Once upon a time, being able to source product was enough. Is it still enough today? Will it be tomorrow? Begin by creating a one-sentence answer to the question, “Why should your ideal customer use your service?” First, are you clear on what you and your company have to offer? Sales 101 courses talk about the importance of knowing your company’s features and benefits, but customers also need to know what kind of experience to expect. When you think through those answers, put them into the context of your ideal customer. Why Should They Choose You? Six steps to define and develop your value proposition. by Paul Kiewiet, MAS+, CIP, CPC 64 | MAY 2018 | THINK