Guest: Lisa Dennis Guest Bio: Lisa Dennis is a global marketing and sales strategist and consultant. She brings over thirty years of marketing and sales experience to her work with business-to-business clients. She founded the consulting firm, Knowledgence Associates, in 1997 with a core focus of helping sales and marketing teams “see the world through their customers’ eyes™." In 2021, Lisa launched a monthly online show, The Messaging Workshop LIVE on The Sales Expert Channel hosted by BrightTALK. She has worked with companies across a broad range of industries (specialty in high technology, healthcare, insurance, manufacturing, and professional services) including Akamai, Citrix, CSC (now DXC Technology), Dell, FedEx, HP, Hitachi, IBM, Microsoft, Mutual of Omaha, Tufts Health Plan, Verizon, Wipro, and many others. Guest Links: Value Propositions That Sell Key Points: Lisa’s Books "Value Propositions That Sell: Turning Your Message Into A Magnet That Attracts Buyers"Upcoming: "Do You Speak Buyer? An Integrated Messaging Playbook for Marketing and Sales" (2025) Career Journey Initial interest in value propositions stemmed from her experience as a product manager for an unpopular product.Influenced by Jill Conrath, who encouraged her to focus on value propositions. Understanding Value Propositions Common Definition: A statement about what a product/service offers and how it differs from competitors.Lisa's Definition: A buyer-focused statement that demonstrates understanding of the buyer's goals, challenges, and how the solution meets those needs. Process for Creating Value Propositions 1. Research and Segmentation: Understand different target audiences; avoid a one-size-fits-all approach. 2. Two-Page Template: · First Page: Value proposition statement outlining customer pains, target audience, and offer. · Second Page: Detailed value drivers and proof points to support the messaging. Emphasizing Buyer-Centric Messaging Use buyer language rather than jargonFocus on emotional context: what challenges buyers face and their aspirations.Conduct interviews with customers to capture their language and sentiments. Common Mistakes Inwardly-focused value propositions that prioritize company over buyer needs.Using technical jargon that may alienate prospects.Failing to differentiate messages for varied target audiences. Effective Messaging Techniques Start with the buyer's perspective, using language and issues they relate to.Develop messaging frameworks that allow for customization without starting from scratch. About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at http://www.gosalesology.
