STOP Adding Value... do this instead to have response rates EXPLODE!

Low response rates, "no, not interested" responses during cold calls.

Yes... this can be quite frustrating.

"But I'm adding value!" you say to yourself when looking at what you are sending to your prospects. And maybe you are.

But let me explain.

You see... many sales trainers cruise over a workable understanding when they say "just add value."

The problem? You don't know where to start.

So... I've found this quirky copywriting trick a much better way to avoid scratching your head and to get those response rates and meetings soaring!

Step 1: STOP Adding value (sort of).

Again... it's not adding value that's wrong, it's just not a good way to view how to actually add value. Without knowing this, you can be perceived as annoying... because it's not relevant.

Value is perceived by the buyer. It's not a physical, tangible thing.

"We can help increase your sales team effectiveness, boost morale, and make a happy office."

Sounds great right? Yes... but there's something more powerful: Pain.

Pain is a much better driver to garner attention in terms of adding value. Loss Aversion theory states that someone is 2x as likely to act to avoid pain, than to act for pleasure.

So... when thinking about how to add value, think of this: How can you help your prospect avoid pain they aren't seeing? How can you help them understand how bad the pain really is?

Step 2: START helping your prospect avoid pain.

Ok ... but what do you mean pain?

The book Cashvertisements did a great job helping one know more about which pains one is more likely to react to, Highlighting a few here that would be relevant:

1) Survival, enjoyment of life

2) Freedom from fear, pain, and danger

3) Comfortable living conditions

4) To be superior, winning, and keeping up with the Joneses

5) Social approval

Now... ask yourself ... "how would my prospect avoid pain from these lenses?

1) "You won't have to stress to get that major report in by 8:00am... we can automate that for you so you can xyz"

2)"You won't have to worry about your boss asking what happened because we help avoid that altogether"

3)"You won't have to life paycheck to paycheck "

4) "you can avoid having your competitors take the lead if you act now"

5) "your colleagues consider you the expert because you make this easy"

Now... Let's provide an example and see if these helps provide value (by avoiding pain)

Let's say you own a sales software tool that cuts time to run SFDC reports by 20% (yay). How would you add value?

Hi Michelle-

It can be frustrating when your boss lays down a last-minute request to build a customizable report. I have an idea to help you instantly pull an "exec ready" report so you can avoid all the stress in less than 20 minutes.

When can we chat Tuesday or Thursday at 2:30 or 3:00pm EST to share how we can help?

Thanks,

Now... I'd need to do more research and know that my buyer feels this is one of the biggest problems, but assuming it is, she would feel:

A) This is personal - I know her role and a common frustration in that role

B) I've added value- by focusing on helping avoid a pain.

Agree or Disagree? Say so in the comments below.