Today’s technology companies use different commercial approaches to attract clients, with some more effective than others.
Examining most commercial pitches reveals consumer and business propositions that are constructed in one of the following ways:
- Direct sales propositions focus on the features and characteristics offered to clients by a product or service. (e.g. a PC with 2GHz processing speed)
- More on-point client proposals focus on the practical benefits that clients can receive from buying a given product or service. (e.g. a quicker and higher performing PC)
- Even more relevant propositions highlight the favourable points provided by an offer relative to the next best alternative. (e.g. a quick and high performance PC offering more choice of software than a Mac)
However, the most client-driven proposition is one that resonates with a customer’s particular needs and demands, offering them what they really value. (e.g a PC that provides “the right mix of performance, design and value-added services to meet your everyday demands.”)
Designing and selling a custom client value propositions is especially applicable for complex offers, where clients have a lot to consider, and for uncertain times, where they may need to be fully convinced before buying.
So how can companies get more clients from “maybe” to “yes”? (more…)