Prospecting Tips: Direct Value Statement

Can't it be hard to get appointments with prospects? We've all had the experience of leaving phone messages, or networking at events, for prospects we are fairly sure are good ones. I can't give you the magic tool that will make every prospect call back - or accept your next call - but I can make a suggestion that will improve your odds significantly. When you call a prospect, what goes through his or her mind?

  • Who are you?
  • What do you represent?
  • What's in it for me?

To answer these questions effectively - and quickly - use a Direct Value Statement. What's a Direct Value Statement? It's a fast summary of what value you bring to customers who are like the prospect you're hoping to sell to. It can be used in a voice mail, face-to-face, or over the phone. Here's an example: "My name is Will Brooks, with The Brooks Group. We assist our customers in the long-term healthcare industry to build their sales cultures and grow census. We do this by providing customized sales and sales management training reinforced with practical, real-world coaching." See how it works? My name is ____________________________, with __________________________. We assist our customers in the _________________________ industry to __________________________________________________________________. We do this by _________________________________________________________. You should practice and practice your Direct Value Statement in your own words so that it flows easily and naturally for you when you need it - whether you're telephone prospecting, networking at an event, or just meeting a stranger at a party.


Will Brooks

As Chief Operating Officer of The Brooks Group, Will draws on his leadership, marketing, sales, sales management and operational experience to help develop and execute the company’s overall growth strategy. Drawing from over 15 years of experience in the training and development industry, Will combines his deep institutional knowledge and client experience to optimize operations at The Brooks Group.

Published on January 02, 2008

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