Protect your profits: Nick Devine

Sales expert, Nick Devine, has more tips on how to give your business an edge.

When I first became a partner in our printing company a couple of years back our value proposition was this: we produce great quality print at competitive prices, supported with excellent customer service and delivery times. 

Here was the problem.  Everyone else was saying the same thing. So what we were really saying to our prospects was that we had ‘better sameness’.  Even I could see that was not helpful positioning in a commodity marketplace where all our prospects were trying to buy on price. 

Each time I enter a new market, I always have the same realisation.  Business success is not a battle of products, it’s a battle of perceptions.  The value is not necessarily in the product; it’s in the sales process.  And the first two steps you have to complete before trying to sell is decide (a) who you are selling to and (b) what you are selling to them = your CSA / value proposition.
 
One of the main reasons we’ve had 80 per cent growth in a recession is because we have a well articulated value proposition for a well defined segment of the market.  When you take time to work through some of tips below you will quickly develop a more compelling proposition for your target market. 

Click here for all the best tips and to learn how you can do the same.