Tuesday, February 18, 2014

Concrete or Fluff?

By Mark Schlueter

Do you fail to move your prospects from “Do Nothing” to “Yes” because your value messages are "fluff”?

Fluff is telling your Buyer you can help them increase revenue, decrease costs or reduce risk, all using generalities.

Fluff is not personal. It’s not keenly relevant to your Buyer. Fluff is not specific enough to move your unique prospect to recognize that there is an untenable “cost of do nothing” for them resulting in pain.  Fluff fails to communicate the tangible and quantifiable value your solution can uniquely deliver against your Buyer’s specific challenges.

A general value statement is fluff, and fluff is not personal or tangible enough to ignite today’s more empowered, skeptical and frugal prospect into action. Pause to examine your own value sales and marketing messages.  For many companies, even those that have had outside messaging experts involved in the development, the value messages tend to be fluff.

Concrete is stronger than fluff. Concrete helps your prospect analyze and compare to best practice benchmarks, helping them to diagnose their issues and guide challenge prioritization.  Using Buyer specific input, concrete helps tally their specific “cost of do nothing”. Concrete is visually connecting the dots that link your solution to the Buyer’s unique challenges. Concrete is quantifying, using Buyer input, the revenue increases, productivity / process improvements, cost decreases and reduced risk benefits unique to your solution.

Value messages and conversations can’t be generic fluff. Value messages must be personalized to each prospect’s company, decision making stakeholder and unique challenges: specific and quantified. Your value messaging must be concrete in order to be effective.

It’s not complicated.  Concrete value messaging and quantification cement your advantage. Concrete is indeed stronger than Fluff.

1 comment:

InsightdemandLTD said...

Great article. Takes me back to Made to Stick. Concrete vs. abstract. Tom, I feel you can't make this point to often.