<strong>What is the Right Value Proposition?</strong>

In every workshop I conduct you’ll here me say “Find out about them (the buyer) before you tell them about you (the seller).”

It might be a workshop for exhibit managers on how to play a more of a strategic role; or a negotiating skills workshop for professional salespeople; or it might be a program for exhibit workers on how to conduct show floor interactions. It really doesn’t matter which workshop it is because the quote – and more importantly its meaning – are universally true.

If you find out about the buyer – who they are, what they’re trying to accomplish, what’s important and why it’s important etc. you’ll have a much better idea of what to tell them about you, your show and event program or company, your capabilities, the solutions you sell – in other words, your value proposition.

Selling isn’t telling. It’s probing and listening and developing at least a preliminary understanding if not insight into what’s important to the customer – what’s of value – before you convey your value proposition. If you convey your value proposition before you know what’s important to your customer, you run the risk of jeopardizing your competitive posture. Why? Because your customer might respond to your value proposition by saying<blockquote>Thanks for sharing that – but I have to tell you – that’s really not important to me.</blockquote>If this happens, you’ve dug yourself a hole that would be pretty difficult to get out of. One of the most difficult lessons for all of us to learn is that we don’t define value. Our internal and external customers do.

Each of us has a professional responsibility to educate and inform our customers about the options that exist to meet their needs, solve their problems or help them accomplish their goals. Each of us also has an obligation to explain the pros and cons of each ..



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