Your Value Proposition Creates Fusion Points™ With Your Customer
The goal of your sales process should be to create Fusion Points™ with your prospects that convert them to customers. Following that, your goal is to continually build that fusion with your client base, turning them into outrageously loyal advocates.
“Fusion Points™ are those unifying moments when logic and positive emotion merge and ignite, creating commitment, energy, and acceleration.”
—Jeff C. West
Your value proposition is a great way to address both sides of that Fusion Points™ equation. And it is an absolute must if you are going to have long-term success.
The methodology of “how” you provide your products and services, along with the reasons that make your company the best choice for providing them, gives you the opportunity to satisfy the requirement for the logic your prospect must have in their decision-making process.
Additionally, your prospect needs or wants something that makes their business or personal life better. That is the only reason “why” they will consider buying from you. The excitement that the prospect experiences when they realize that your product or service will help them solve that particular need or challenge, along with the pleasure they feel from their interaction with you and your company, gives you the opportunity to satisfy the requirement for emotion that your prospect must have in order make a decision.
Failing to satisfy both the logical and emotional requirements of their decision-making process will often result in your prospect failing to make any decision. They will not decide to move forward, nor will they decide to give you a definitive “no.”
Instead, you will find yourself hearing, “I need to think about it.”
When satisfying the emotional requirement needed for their decision to be made, remember that emotions may be positive or negative, and positive or negative emotions affect the decision-making process in completely different ways.
You will either stimulate their positive or negative emotions based on their interactions with you and your company. If those interactions bring value and are considered desirable by your prospect, you will stimulate their positive emotions, and their tendency will be to make the decision to buy from you. To the contrary, if those interactions stimulate their negative emotions, it will not matter how great your product and company are; the answer will most often be “no.”
So in essence, this is what you will find:
Logic + Positive Emotion = “Yes.”
Logic + Negative Emotion = “No.”
Logic without emotion = “That might work, but I need to think about it.”
Emotion without logic = “I’m not sure that would work in my situation, so I need to think about it.”
To discover the emotional component of your value proposition, answer a simple question but from the perspective of your most satisfied customer:
“How is my customer’s life or business made better as a result of their interaction with me and my company and by how they use our product or service?”
I will continue this thought process over my next few articles.
QUESTION: How does your product or service improve the life of your customer?