What Decision Makers Really Care About

Decision makers love making decisions.

But they couldn’t care less about your product, solution, or service.

They’re only interested in the tangible business results they get from using your thing.

Things like these business drivers are what they care about:

  • Lead conversion rate
  • Compliance
  • Collections
  • Downtime/uptime
  • Cost of gods sold
  • Operating costs
  • Labor costs
  • Productivity
  • Share of customer
  • Time to profitability
  • Waste
  • Turnaround time
  • Customer Retention
  • Profit margins
  • Market share
  • Time to market
  • Lifetime customer value
  • Sales velocity
  • Inventory turns
  • Employee turnover

Unless your proposition improves one or more of those business drivers, it will be of little to no interest.

But that’s not all you need to do.

Customers won’t bother changing to your thing until and unless what you’re offering is much better for them than the status quo.

So your value propositions always need to include movement.

  • Increase
  • Cut
  • Improve
  • Save
  • Accelerate
  • Reduce
  • Enhance
  • Squeeze
  • Strengthen
  • Improve
  • Grow
  • Balance
  • Free up
  • Eliminate
  • Minimize
  • Revitalize
  • Shrink
  • Maximize

The third element to incorporate is specific metrics.

Adding specific metrics to your value proposition makes them more believable. Use things like:

  • Time frame
  • Dollar amount
  • Percentages

Value Proposition Examples

Web Marketing: We help retailers increase their online sales conversion rates up to 58& and their average order size by 25%.

Document Management: We help distributors reduce their order-to-cash processing costs by an average of 67.2% at the same time they increase customer satisfaction.

Sales Training: We help companies crack into big accounts and shorten sales cycles. One of our recent clients had an 87% success rate in getting into the largest companies in the US.

What about you?

Are your value propositions and proposals incorporating business drivers, movement, and metrics?

If not, spending some time crafting them so they do will be time well spent.