The Value of a Value Proposition

No one likes to be sold. The majority can’t stand salespeople. Given a choice, most people seek information on their own, avoiding face-to-face selling environments. Last year, for example, 90 percent of North American BMW buyers did research online prior to driving a new car off the lot (Hans Peter Brøndomo, “The Eng@ged Customer“).

Are you different? How often do you choose technology over human interaction? Consider the growing number of folks using ATMs instead of bank tellers. People want to be empowered with access to information that allows them to make self-guided, highly educated, purchase decisions.

Email is a vehicle to bridge communications. It promotes awareness, introduces a concept, or transfers information. Messages should be concise. Refrain from including too much content within a message. Instead, send a teaser with a link to more information. Email should trigger an action, not sell. Use email to drive traffic to a destination where your value proposition is housed.

Weak Conversions

Most companies fail to provide a good buying experience. They rely heavily on sales support that falls short on- and offline. They invest in content to quench potential buyers’ thirst for information. Only rarely will sales collateral drive prospects through each phase of a buying cycle. Misunderstandings abound. Usually, a critical link is missing from the chain. Information overload causes confusion, leading to over-analysis or paralysis.

Key Value Propositions

A value proposition is a clear, concise series of factual statements on tangible results from your products or services. The more specific your value proposition, the better. A successfully tested and proven value proposition is essential to open more doors and close more sales.

Strong value propositions deliver results: increased revenue, faster time to market, decreased costs, improved operational efficiency, increased market share, decreased employee turnover, improved customer retention levels. Sales increase, leads are generated, retention rates blossom, and people “get” it.

Presentations, Perfected

The goal is to combine that perfect proposition with a perfect presentation. Target Market Direct’s WebPrez is an online tool that synchronizes text and audio according to neurolinguistic principles. It modulates presentation speed, emphasis, graphics, fluctuation, and words to combine the science and art of selling. Email can drive prospects to your online presentation and notifies you when qualified leads view the pitch.


Neurolinguistics is sensory interpretation — how people process the sight and sound of words. It incorporates semantics, rhetoric, and the psychology of rational and emotional thought of a prospective buyer during a purchase decision.

Too many companies are content obsessed. They recite chapter and verse why they’re all that and a bag of chips. When information volume exceeds users’ attention level, they shut down. WebPrez fine-tunes this process. Neurolinguistic experts compose a script, applying methodology and multimedia technology to create a value proposition offering a richer experience for interested buyers.

Questions, comments, or feedback? Drop me a line. Cheers!

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