I was interviewing the biggest manufacturer of trade show displays one day to understand what they value most from suppliers. The president made a comment about one of their best-in-class suppliers that stuck with me: “They seem to dream the same dreams as us. They have a solution before we even think of the problem.”

He was talking about a cement supplier. One of the most commodity components they buy, and the president said, “my engineers would kill me if I bought from any other cement supplier just because I was hobbling over a nickel a pound.”

How do you get to mean that much to a customer regardless of the product you sell?

I got the answer listening to Dean Graziosi, of real estate infomercials fame, while he gave a talk at the recent Experts Academy. Dean does quite well. His company has about 100 employees and they can sell $100 million in a WEEK with their infomercials. Who wouldn’t kill for that kind of productivity. His secret?

He has learned to go to where his customer’s mind is- to focus on what they are thinking, and believing, and aspiring to become right now – to dream their same dreams. When he talks to the camera, he is focused on the one person who is negative about Dean’s products, negative about his own life, and wanting a change.

He focuses on that person’s opportunities and challenges. He gets so connected to that person, and then gets so passionate about helping him achieve the change he dreams about, Dean is able to convince thousands of negative-minded people that he can help them have the lives they aspire to. To the tune of $100 million in sales in a week.

In case you are thinking, “No kidding. Any half-educated idiot knows to focus on your target customer,” you missed the subtlety of Dean’s approach.

Yes, he knows his target customer. He has done his segmentation, knows their key pains and how he can help them. He doesn’t start off with what he has that can help them with their pains though.

He starts off by relating to who they are and what they are thinking. He goes to them instead of having them come to him so they are open to all of the great ways he can help them succeed with real estate.

This is a key distinction that will make your Value Proposition work world class. Use this mindset as you go through our training to create a World Class Value proposition at

http://www.worksmartvalueprop.com

and your sales will be unstoppable.

How do you get started with dreaming your customers’ dreams? Answer these three questions and let the results guide your value proposition design, communications, product design, and anything else that connects to your customers:

1. Who are you driven to help? Get as specific as possible. Who is that negative person on the other side of the camera?

2. Why do they need your help? What is their current situation that they want to change? What is stopping them?

3. What do they wish for instead? What do they dream of for themselves if they could change their current situation?

Once you have these answers, you now know why your solution is the right choice for them and can passionately convey why this is true. Because you know your customers dreams and how you can be a part of them. And it is your duty to help them achieve their dreams.

This brings a much higher purpose to your selling effort than convincing customers to take advantage of a 20% discount if they buy today, don’t you think?

Visit WorkSmartValueProp.com

iCanPilot supports marketers and product developers in achieving Top Performance so they can hit huge goals and still have time for a life. Top Performers add the most value every hour of their work day. We drive up the ROI for your efforts.

http://www.worksmartvalueprop.com
iCanPilot supports marketers and product developers in achieving Top Performance so they can hit huge goals and still have time for a life. Top Performers add the most value every hour of their work day. We drive up the ROI for your efforts.

Author Bio: Visit WorkSmartValueProp.com

iCanPilot supports marketers and product developers in achieving Top Performance so they can hit huge goals and still have time for a life. Top Performers add the most value every hour of their work day. We drive up the ROI for your efforts.

Category: Marketing
Keywords: success, top performance, marketing tools, product development, marketing, value proposition,