| In all the work you have done through the first 5 | | | | can't defendyour Value Message then you run the |
| modules of "Creatingyour Strategic Vision", you have | | | | risk of being judged as a commodity. |
| devoted tremendous effort todemonstrating your | | | | It is urgent that you communicate your Value |
| Value Message. The challenge is how do you do this? | | | | Message so you can separateyour business from the |
| It is done by asking the following questions: | | | | competition. |
| 1) What does your business bring to the marketplace | | | | There are certain core competencies that every |
| beyond the basicindustry core competencies? | | | | competitor brings to themarket. These competencies |
| 2) What's unique about your business? | | | | are things all competitors do, and areessential to be |
| 3) How will you communicate this? | | | | taken seriously in the marketplace. |
| Before we get into addressing these questions, let's | | | | However, if you choose to compete based upon only |
| try to understandwhy someone might buy from you. | | | | the core competenciesthat everyone else has, you |
| There are several key concepts ofunderstanding the | | | | insure that your business will be considereda |
| mind of your prospect. | | | | commodity. If you only want to discuss things like |
| For your prospect to agree to buy from you, she | | | | product quality andprice, you will be evaluated solely |
| must go through what iscalled: The Pain of Change. | | | | upon the investment required to buywhat you are |
| This is a measurement of the prospectsfeelings and | | | | offering. Your uniqueness of what separates you |
| experiences associated with doing something such | | | | from thecompetition will most likely be ignored. |
| asdecorating. | | | | The concept of the Value Message says that you |
| You need to relate this to the Consequences of Not | | | | must bring somethingunique to the market place so |
| Changing. This is theprospects losses they incur by | | | | you can convince your prospects to gothrough The |
| not doing business with you. Perhaps itis the | | | | Pain of Change and buy from you. |
| emotional letdown of not using your decorating skills. | | | | Exercise: |
| When a prospect first becomes aware of your | | | | List the 3 strengths or unique features of your |
| business, they believe thatare doing fine without you. | | | | business offering: |
| They also believe that if there areconsequences for | | | | 1) In House Workroom |
| not doing business without you, this is acceptable. | | | | 2) Great Showroom |
| Ifthis is true, then you do not have a prospect. | | | | 3) Talented Design Team |
| In order to begin the selling process, you must | | | | For each strength list a corresponding consequence |
| introduce the conceptthat there are indeed | | | | the prospectexperiences by not having as part if the |
| consequences associated with not doing businesswith | | | | offer. |
| your company. If there are no consequences, there | | | | 1) In House Workroom-A lack of quality control and |
| is little chanceof making a sale. To educate your | | | | higher prices becauseof no middleman. |
| potential prospect about the direconsequences of not | | | | 2) Great Showroom-No ability to view actual |
| doing business with you, you need to use | | | | examples of work. |
| questionsto raise this awareness. | | | | 3) Talented Design Team-Not having treatments that |
| Before we get into asking these questions, let's think | | | | you can show off. |
| about you idealprospect. What would be the potential | | | | For each consequence indicate how does it show up? |
| pain or risk if they were to dobusiness with you? | | | | Who ultimately getsthe bill for not having it? Who |
| This is what was referred to before as The Pain of | | | | feels the consequences the most? |
| Change. | | | | 1) A lack of quality control and higher prices because |
| Here are some examples: | | | | of no middleman,results in poorly done treatments |
| It's too expensive! | | | | that the consumer pays for and isstuck with. |
| I might make poor decisions. | | | | 2) No ability to view actual examples of work, results |
| I could end up with poor quality workmanship. | | | | in not being ableto picture your custom window |
| I am afraid to do custom work. | | | | treatment ahead of time, and ending updisappointed |
| I am not convinced of your decorating ability. | | | | because of not meeting your expectations. |
| I don't trust you. | | | | 3) Not having treatments that you can show off, |
| It is up to your Value Message to answer these | | | | results in not meetingthe emotional expectations of |
| concerns. Your prospectwill work hard to convince | | | | the client. This is what she values most. |
| you that you do not have a Value Message, sothey | | | | Remember, Decorating is Entertainment! |
| can base their buying decision solely on price. If you | | | | |