What sets you apart from the competition? Why do your clients stay with you? How do you deliver a world-class experience? In Brand Acquisition Week, we’ll help you establish value for your brand as you get down to the sale.
Switching to a Value-Based Conversation
Once you have determined how you intend to establish value for your dream client, the next step is to turn that into your Unique Value Proposition (UVP), also called your Unique Selling Proposition (USP).
Studies have shown that people make a decision about whether to stay or leave for a web page they visit in the first 10 seconds of landing there. A well-crafted value proposition can mean the difference between that person bouncing from your site to another site, and sticking around to see what you have to say.
Your UVP is more than just a slogan, although that can be part of it. Your Unique Value Proposition is a statement to let your dream client know why they should choose you over the competition. Your UVP is the platform on which your brand, your services, and your customer experience all stem from. For every touchpoint you have with a client, you want to embody your value proposition.
Unlike your mission statement, which is about you, and how you change the world, the Unique Value Proposition is not about you or your company, it’s about your dream client. So you want to tailor your UVP to them, not to you.
Tailoring your value proposition to your dream client means you need to get inside their head. Think about what their problems are (their pain points) that motivated them to look for a new management company. Ask yourself what they really want. (Hint, it’s probably something self-directed, like more time to play golf, or to get off the board without the whole community going to pot.)
A Unique Value Proposition has 5 components:
Use this worksheet to write out your Unique Value Proposition.
Finally, you want to take your statement, and narrow it down to a headline. Your headline is the most important part of your UVP, because most people will read that and simply skim the rest of your copy. Your headline needs to convey the value you are presenting in the most clear, concise, and compelling way.
For instance, we might come up with a headline that says “Signature Management Services for Luxury Condo Associations”. But we can do better than that.
Sit down with a piece of paper and a pen and brainstorm headlines. Go ahead and just write down every idea that comes to mind for a headline, using the thoughts and ideas from your UVP statement. Don’t stop until you’ve written at least 50 headlines.
As your brain lets go of the preconceived notions you have, you will start to make associations that make for a more compelling headline. For example, from the sample UVP statement, we ended with the headline, “Because Signature Living Deserves Signature Service”. Now that is a compelling differentiator that we can use for our brand!
Later in this section, we are going to be teaching you how to put together a compelling pitch deck. The pitch deck is a presentation that serves as a visual story-telling aid when you are meeting with a board of directors, the ultimate goal being for them to engage your services.
But before you can master your pitch deck, you must first craft your pitch. A pitch is a brief, persuasive speech that you tell about your business to influence the listener to take action. A pitch can have different purposes, such as explaining to your mom what it is you do for a living, asking an investor to take a chance on your business, recruiting a new employee, or selling your services to your dream client. A pitch can have different purposes, such as explaining to your mom what it is you do for a living, asking an investor to take a chance on your business, recruiting a new employee, or selling your services to your dream client.
What is an Elevator Pitch?
The shorthand term we use to describe a quick pitch is the Elevator Pitch. Imagine that you get into an elevator on the ground floor with your dream client. It’s just the two of you in the car, and you have their undivided attention until you get to their destination floor (between 30 and 60 seconds) to convince them that they need your services. That’s an elevator pitch.
But elevator pitches aren’t just for elevators! You can use your elevator pitch on your website, on your company’s LinkedIn or Facebook profile, at networking events, and in press interactions just to name a few.
As a general rule, you should have several pitches prepared for the different scenarios you might encounter. If you are looking to take on a business partner, or hire a star employee, you should have a very different pitch than if you are trying to sell a client, or explain to a stranger what you do.
Crafting Your Pitch
A good pitch has several basic components:
Elevator Pitch Templates
Once you’ve written your elevator pitch, it’s time to practice, practice, practice! You want to say it out loud, to the mirror, to your spouse, to your friends, get comfortable with it, so that when you are in a situation where you need to use it, it’s second nature. Here are some tips to follow when you are delivering your pitch:
This should be one of your top priorities when creating your own pitch deck. Focus on your strongest assets in terms we discussed earlier:
Greatness takes a little time to achieve, but you’re already well on your way to getting there. Knowledge from previous lessons and a little savvy sleuthing are all you’ll really need to create something impactful and sustainable.
Core Focus Areas:
Think back to what you learned about Brand Affinity: isolating and enhancing your brand identity, identifying and appealing to the right people, creating and upholding an inspiring Mission Statement. All of these concepts will help you develop a successful, succinct package of information to elevate your sales pitch and close more contracts.
Sales Presentation Template
Use the attached asset to make your sales presentation your own for your community association management company.
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