Why Should They Choose You?
If you don’t know why customers should choose to work with you over all of their other options, how in the world are they ever going to know? You need to know the answer to that and be able to articulate it, believe in it and live it. Here are six questions you need to answer and how to put those answers together to create your "value proposition."
1. Who Is Your Customer?
You will be able to find your customers easier when you’ve defined what they look like, what they believe in, what values they share with you and how they behave. What adjectives do you use to describe your best customers? Open-minded? Fun-loving? Metrics-driven? Value-oriented? Price- savvy?
2. What Does Your Customer Need?
Does your customer need a complete concept to completion assistant? Do they need fresh ideas or are they simply looking for someone who can get them what they demand? Do they need lots of options? Do they need program expertise, help defining and measuring results? Do they need a lot of customer service, support and hand-holding? What descriptive nouns can you use to describe what they need? Great ideas? Accurate delivery? Sweet design?
3. What Do You Deliver?
What is it that you deliver for your customers? What can they expect to receive from you? How is it different from anything else they can find in the marketplace? Can you be more exciting and different than just saying you deliver good quality at a good price? Work at this one because it is important that you know what it is that you are going to be able to deliver to your customers every time.
4. How Do You Deliver What You Promised?
For example, if I promise that I deliver fresh, exciting ways for my clients to grow their business, I need to be able to say how I’m going to do that. It might be by being an award-winning creative who has worked on top national brands. It might be because you have more industry experience, or because you were a former buyer yourself.