Ironically, or not, this process expands on but follows the Value Proposition outline I have been teaching for years.

What is the pain?

What is the best solution?

Why are we the best solution provider?

Here they are, and remember as you go along you must get verbal agreement /commitment on each. Failure to do that on any one of them will result in a lost sale:

# 1 Why change?

• Find the Problems
• Understand the problems (find the scope)
• Make problems hurt (deeper questions to help them feel the pain of the problem)
  

# 2 Why Now?

• Guide them through with questions
• Why the hurry? What is the cost of waiting?
• The more time we give our brains to decide the more likely the brain will procrastinate
  

#3 Why your industry solution?

• Why your industry has superior solutions to their pain
• Your competition may be another industry and you have to first get commitment yours is best
  

#4 Why you and your company?

• Reduce the risk but forming trust in you and your company
• Demonstrate expertise as science shows it is the primary component of trust
• Share relevant information to demonstrate expertise and build trust
• Display confidence – studies show it also is a component of trust
  

#5 Why your product and service?

• Clear compelling reason for the buyer to choose your product or service
• Two types of competitive advantage
• Cost Leadership – not right for small businesses
• Differentiation – your value proposition/message must be unique and what you do that is unique, must really be unique and most important valued by the buyer
• Profile your Ideal Customer and build your distinct value to match their pains and the your unique solution to solving it
  

#6 Why spend the money?

• Desire for gains
• Fear of loss – science proves fear of loss is a powerful motivator to spend money.
• Studies also show that the fear of loss communicated by itself is not very effective. There must be a way to alleviate it through a solution.

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