Channel Eye has joined forces with Royston Guest, leading Business Growth Coach and CEO/Founder of Pathways Global, in our column, ‘Ask the Business Coach’
Whether you’re a business leader, owner, entrepreneur in sales, customer service or management, I’m guessing you’re passionate about what you do. You’re enthusiastic about your products and services, you believe they’re better than your competitors, and understandably you want to tell as many people as possible about them.
Great. Don’t ever lose that passion. Just be mindful of communicating your proposition through your customer’s lens.
The big three takeaways!
- Take an ‘outside in’ view, not an ‘inside out’ view.
- Your proposition should deliver ROI and ROE.
- Talk the customer’s language, not industry jargon.
- [1.00] Your value proposition should be able to answer the question ‘Why should a customer spend their hard earnt money on your products and services?’
- [1.40] Look at your business ‘outside-in through the eyes of your customers. Your customers want to hear a clear statement that demonstrates that you understand their situation and their needs. They want to know that you recognise the challenge they wish to solve, or the outcome they want to achieve, and how you are going to help them address that situation
- [2.30] Is your proposition making or saving your customer money – Return on Investment (ROI)? How is it making them feel – Return on Expectation (ROE)? ROE focuses on intangible elements such as trust, proven track record, peace of mind.
- [3.40] Avoid using industry jargon and abbreviations. Make it simple for your customer to understand; translate your products and services into stories and language that means something to them.
Do you have a question for the Business Coach?
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