Getting the order right

At some point time in life, it's inevitable not to sell something. It could be an interview for that dream job, or scholarship or to close a deal. It's a skill everyone should strive to get right. Unfortunately, I have seen talented people who can't sell their ideas or skills. Either too humble to showcase their abilities or unsure of what to say and leave out. To achieve the desired outcome, getting the basics right is imperative. One needs a message that stands out to the audience. In this article, I will cover the 3 aspects in their order that make up a compelling value proposition applicable across scenarios in life using the WHY, HOW and WHAT principles.

When the 'why' otherwise known as the WHY MESSAGE is clearly defined, everything fits like a jigsaw. This question is key and seeks to ask at the very core of any value proposition, the purpose /problem one solves /solution delivering value. A compelling pitch, ought to be hinged around the value delivered to the client or audience listening. The decision-maker has to resonate with the message. Typically, it is easier if the content in the proposition provides meaning to the context of the audience. Ensure to always remind the audience why it's important to settle for your proposal (value). Every decision-maker while attempting to answer "why should I give preference over the others" does so in the best interest of the organisation they work for.

Be concise, this allows the message to be simple, to the point and easy to visualise. This ensures the audience remembers your proposition for longer. The idea is to appeal to the decision-makers thereby winning the top-of-mind battle and yet standing out. This way, it's a step in the right direction to win the hearts of the audience, win their trust and be preferred over other solutions. If the "WHY" is clearly defined, makes it easy to articulate the value proposition simply and concisely. Let me hasten to say that where the purpose and problem being solved are ambiguous, it's almost impossible to have a pitch in thirty seconds. Ultimately, should someone ask you, why are you in business or why should I give you an opportunity, it's hard to get to the point under thirty seconds.

Always remember, you are not the only alternative in the room. Part of the "why message" seeks to leave a message of uniqueness. Please note that it's not enough to make unsubstantiated claims. Anyone can make such. To win at this stage, demonstrate uniqueness for example by showcasing your achievements, customer/professional references and best-fit attributes. The aim is to pre-empt any objections, assure the audience the solution has been deployed elsewhere successfully. This sends a message of credibility that helps in building trust. We all want to deal with tried and tested brands especially when dealing with high-value investments. Failure to differentiate the proposal unfortunately results in value parity. In this situation, you can't stand out from your competitors. In the end, you easily fail the "Why should I opt for you test?"

It's important to note that after the "WHY" comes the "HOW" and the "WHAT". Here it's important to indicate the method/vehicle being used to solve the problem. In the case of a software company, using our SuccessFactors solution, we empower companies to achieve employee productivity throughout the employee lifecycle. It's important to come up with a clearly defined recipe that seeks to deliver value consistent with the purpose/problem/solution supporting your existence. Ultimately, this should result in a business model supported by repetitive systems and processes of delivery that differentiate you from the rest. Lastly, it should be easy to mention "WHAT" in this equation. This is the product and associated services attached to the transaction that one is buying/offering. Key to remember that consumers are no longer products but solutions to their problems.

Oftentimes, the temptation is to start with the "WHAT", "HOW" and then lastly if time permits "WHY". A lot of time must be given to exploring the WHY, knowing well that once this is done well, not only will the value proposition be compelling but also pass quality control checks.