The one thing that is certain is you know your company, industry, and target market like the back of your hand. To be an expert in your field, the chances are it requires a combination of years of experience and technical knowledge through years of schooling.
Naturally, we have run into a disconnect between what you know and what your prospect does not know. This is a problem. How do we solve it?
The In The Funnel Value Proposition tool aims to bridge that gap between the CEO of a company all the way to a prospect who has never heard of you. Be it a dinner party, elevator pitch, or introductory meeting, your company’s ability can be broken into three different areas:
1) Core Capability: In a line or two, describe what your company does. It’s simple, but highly important to articulate so any prospect can figure out what you do.
Example: “At In The Funnel, we help B2B companies sell better through workshops.”
2) Desired Business Outcome: Highlight 2–3 points as to why clients engage you. This means expanding on your capability and contextualizing the common problems that your business solves.
Example: “Clients will typically engage us when their revenue growth is stagnating, sales teams are under-performing, or companies need to recalibrate their go-to-market plan for the year”.
3) Competitive Differentiation: Finally, the last part of this pitch needs to highlight why you’re unique. This should be something that you’re doing better than the competition — a thing or two that you do to stand out in a competitive marketplace.
Example: “We stand out with our training for two reasons: 1) every tool and module was developed by In The Funnel, implemented into our workshops, and made available online in our academy; and 2) all of our workshops are taught by a sales leader who ran a material sales organization in their recent past. We leverage Mark Cox’s 20 years of sales experience to ensure consistent quality.
Once you have isolated those three parts the full thing should sound like this:
“At In The Funnel, we help B2B companies sell better through workshops. Clients will typically engage us when their revenue growth is stagnating, sales teams are under-performing, or companies need to recalibrate their go-to-market plan for the year. We stand out with our training for two reasons: 1) every tool and module was developed by In The Funnel, implemented into our workshops, and made available online in our academy; and 2) our workshops are taught by a sales leader who ran a material sales organization in their recent past. We leverage Mark Cox’s 20 years of sales experience to ensure consistent quality.”
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By Marius Royal
Sales Development - In The Funnel