Does your company have a developed Value Proposition that provides a strong platform for talent attraction, retention and lead-generation, and fosters a positive company culture? A Value Proposition is the primary reason why a prospect should “buy” from your company, rather than a competitive firm. For a real estate organization, the Value Proposition should include, but is not limited to, the following:
- Training Programs
- Self Study/Office Based Training
- Online Training
- Management Training
- Networking Opportunities
- Recognition
- Marketing
- Core Products/Services
- Technology Resources
- Lead Generation
- Relocation and Referral Networks
- Public Relations
- Company Image
- Commercial Services
- Advertising
- Other Company – Specific Support Structures
There are two skills needed in order to leverage the power of your value proposition:
- The ability to identify an effective value proposition, and
- The ability to express an effective value proposition
Identifying the Value proposition require the 4 following concepts to be employed:
- Differentiate your offer from competitors
- You may match a competitor on every dimension of value, except in one key area
- In at least one element of value you need to excel above your competitors
- In this way you become the best choice for your optimum “customer”
Expressing the value proposition effectively can be achieved in four simple steps. The answer to step #4 is your Value Proposition:
- Ask yourself: “Why should my ideal prospect (the group you intend to serve) use our services instead of a competitor?”
- Compare your answer with the claims of your main competitors
- Refine your value proposition and articulate it in a single, instantly credible, sentence
- If you had just 10 words with which to describe why people should buy from your company instead of someone else, what would you communicate?
