by Stacy Zemon
Not to trivialize the achievements of Einstein, Faulkner and Mother Teresa, but there should be a Nobel Prize awarded for being a master mobile DJ. It’s kind of a science, art and humanitarian achievement all in one.
Are you a master? You can determine this by looking closely at your “value proposition.” This is the sum total of the benefits that clients receive when they book your services.
Your value proposition is a powerful statement designed to capture the mind and the heart of your prospects by demonstrating a relevant advantage in 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 your clients.
Why Should a Prospect Book You?
If you can answer this question in a sentence, then you have a strong unique value proposition. A strong and differentiated value proposition can go a long way to position your business to succeed in your target market. It is the promise of your brand.
A value proposition should focus on outcomes. It needs to distil all the complexity of the value you provide into an easy-to-remember phrase that a potential client can easily grasp and remember. This helps spread word-of-mouth marketing and it differentiates you from the competition.
Crafting a Value Proposition
This requires insight on what is unique about your company and your products/services. Your past clients are your best resource to learn the value you offer. Your goal is to learn how they define value – not you.
Call some past clients with whom you have the greatest rapport. Tell them you need help understanding the real value of your offering and that you’d like a chance to learn their perspective. Most people will be more than happy to oblige.
After you have gathered information from clients, write down the answers to the following:
Client Identification: Who is/are your target client(s)? Companies? Teenagers? Brides? Outline each target client’s pain points and needs.
Distinct Advantages: What makes your company’s offerings special? If you don’t know or what you have to offer isn’t special, then your chances of getting lost in the crowd are high. You must provide potential clients with a simple and clear reason to choose your DJ service over the competition.
Measuring Value: If you can’t clearly articulate how your services/products bring tangible benefit to your target client(s), you won’t be able to effectively sell or upsell. Once someone understands the value you bring to them, she/he will be able to choose you with greater ease.
Sustainability: When clients select your DJ company, they expect to receive the benefits promised to them. It is critical that you understand what it takes to keep those promises and to continually make good on them. Making big claims is the easy part, delivering on those claims is what sets the winners apart. To sustain your business over the long-term, you must get referrals and repeat business.
Competitor Comparison: Every company has their strengths and weaknesses. However most companies are so engrossed internally, they forget to pay attention to their competition. For a value proposition to be most effective, it must clearly provide the prospect with a reason to select you over a competitor. It must bolster your unique strengths, and play against your competitors most exposed weaknesses without being derogatory about them.
To Sum it Up
Developing and communicating a differentiated value proposition in each sales situation is critical. Having a unique and compelling value proposition is a mandatory prerequisite to achieving amazing sales success with your mobile entertainment business.