Written by: Vickie Sullivan | April 23, 2024
From Savings to Speed: 2 Ways to Position Your Value to Clients
When thinking about how to position your value, it’s important to consider your various audiences and tailor your positioning to each one. Consider these examples:
With new prospects—people who don’t know anything about you—highlighting your achievements grabs their attention.
With current clients, they already know you and that you do excellent work, so highlighting your background and overall results is redundant. The key in this selling scenario is to position progress.
2 Ways to Position Your Value to Current Clients
When positioning your value to current clients, you want to identify how you helped them. Here are two ways to do that:
• Point out how you saved them money. A lot of your value lies in what didn’t happen during a project. At certain milestones, it’s good to recount the “bullets dodged.” Derailment and delays are expensive; your role in preventing potential disasters matters.
• Emphasize the value of speed: A key message you want to relay to your buyers is the project would have been a lot riskier, slower, harder, etc., without your collaboration. All buyers have a limited time to make things happen. If you speed things up, that’s value.
After a project ends, you want your buyers to look back and see the financial case of your contribution. That doesn’t happen by doing good work. You must plant seeds along the way to remind buyers of your value. When you do that, new opportunities show up naturally.
Listen: The Best Time to Brand Your Value
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