by Stacy Zemon
Your value proposition should be a powerful statement designed to capture the hearts and minds of prospects by demonstrating the advantages of choosing your mobile entertainment company.
It is usually articulated as part of your branding, in advertising or sales literature, and is communicated directly when speaking with potential clients.
Why “You” Vs. “Them”
Why should your ideal customer book your services versus your competitors? If you can answer this question in a sentence, then you have a strong unique sales proposition (USP). A strong and differentiated sales (or value) proposition can go a long way to position your business to succeed in your target market(s). It is the promise of your brand.
A value proposition should focus on outcomes. It needs to distill all the complexity of the value you provide into an easy-to-remember phrase that a prospect can easily grasp and remember.
A strong USP does the following:
- Focuses on your potential customers’ point of view
- Opens the door so that a prospect will meet/speak with you
- Creates interest so that your prospects ask questions and want to learn more
- Differentiates you from your competitors’
- Increases the quantity and quality of your sales leads
- Makes conversion from prospect to client much easier
- Allows you to gain a greater profit margin
- Wins your business greater market share
- Aligns your business operations more closely to client needs
Speaking with Potential Clients
As a mobile DJ business owner, you are passionate about what you do and understandably want to tell as many people as possible about your offerings.
When talking about your products and services, your message may sound to prospects as “This is what I sell, and I am running through a long list of the reasons why I think you should buy everything I tell you about.”
What people want to hear, however, is a clear statement that demonstrates that you understand their situation – that you recognize their fears, problems, and desired outcome – followed by a specific explanation as to how you are going to help them address their situation. Your explanation should also include “how” your DJ service is uniquely able to create the outcome they want. In other words, if most DJs provide music, lights, emcee and online planning services, HOW are you different? WHY do you charge more than another company?
To maximize the effectiveness of your value proposition, you must go beyond typical statements of product or service benefits, and drill down into precisely what outcome the client is looking to achieve, and how it is that your product and service will help them achieve it.
Focus On Your Prospects’ Needs
The most important guiding principle for creating a compelling, client-focused value proposition is this: the value proposition should focus on client needs, not on product or service features.
To put it another way, do not simply explain the products and services you sell, or embellish their features. Instead, detail the benefits to the client of owning your products or retaining your services.
Once you establish the benefits, your value proposition can then go on to explain how it is your services and products address those objectives and, where possible, provide testimonials that backs up your claims.
Stacy Zemon – Publisher & Chief Scribe
She is widely considered a leading authority and has become a distinguished leader during the course of her extensive career as a DJ Entertainer.
Stacy is author of the world’s best-selling DJ books: The Mobile DJ Handbook, The DJ Sales & Marketing Handbook and The Mobile DJ MBA, and is a longtime writer for DJ Times magazine.
Her mission is to provide educational resources for DJs that support their professional growth and financial prosperity.
Write to her c/o Stacy@ProMobileDJ.com or call 877-442-7170.