Stress Test Your Value Proposition
There’s no denying that the current sentiment in the marketing services industry is somewhat cautious. The word I hear repeatedly is “slow.” Having navigated similar downturns in the past, my first piece of advice is to put this notion out of your mind. Dwelling on it won’t change the situation, so focus on what you can control instead.
One of the most impactful steps you can take is to refine your value proposition. As agencies, there’s always room for improvement in ensuring potential clients clearly understand your value. This is an excellent opportunity to work on articulating and demonstrating the unique benefits you offer, making your agency stand out even in a challenging market.
Maximizing Client Perception
While data, case studies, and examples of past work do well to establish credibility, often, it’s the qualitative insights that can resonate the most, especially for types of engagements where the end result is less tangible or defined, such as marketing campaigns, strategic services, etc.
When you are having a sales conversation with a prospective client, asking specific questions about how your prospects are viewing the value you are proposing can help tap into their emotional core and highlight the real impact you can have on their business, as they see it. In other words, asking the right questions gets your prospects to mentally process the value they perceive from engaging with your agency.
Engage with Reflective Questions
By asking your potential clients reflective questions, you can uncover the immediate and long-term benefits of your proposed engagement. This all assumes your sales process isn’t just taking some discovery notes and sending a proposal, but rather offers strategic guidance and a vision of the solution you will provide.
Consider questions like:
- “What specific insights from our discussions have you found most valuable?”
- “How do our proposed solutions help you move closer to your business goals?”
- “Can you share an example of how our strategies have positively impacted your plans?”
Evaluate the Personal and Practical Impact
Reflect on how your conversations have influenced their perspective and capabilities with questions such as:
- “In what ways do you feel more confident after our discussions?”
- “How has your approach to challenges evolved after we’ve talked?”
These reflective questions are designed to help potential clients see the intrinsic worth of your services and how well you’ve aligned with their true needs and desires. Not to mention, it’s a great litmus test on how you can optimize your process to better convey the value you will provide.
Sincerely,
Russel
“The Backboard”
