"Consolidation" is not a value prop

"Consolidation" is not a value prop.

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I repeat. It. Is. Not. Your. Value. Prop.

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You immediately become a commodity when you lead with cost savings..

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When another vendor comes by and can save your prospect a few more dollars, they’re going with that vendor instead.

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You need to differentiate with more than cost savings.

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Here’s how:

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✅  Connect

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Most reps start with why their product/service is so awesome. Your prospect likely is at a point to where they don't care about that yet. They want to know how you can help them with a business priority.

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Connect to their big-picture existing initiatives, priorities, projects, goals, etc. FIRST.

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Example of what you want from a prospect: “We’re focused on reducing the 20% +/- variable cost in our construction projects right now so we can hit our profit goal of $_______ by end of FY 2025.”

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✅  Quantify

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Don’t stop with quantifying the cost savings. It's usually a pretty insignificant number.

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Instead, focus on specific features that "unlock" something for the buyer.

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You have to control the narrative your prospects share with the rest of their team.

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Which story is more effective?

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A) “ABC software can help us combine the five tools we use into one. Looks like it’s going to save us $10,345.67 every year.”

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B) “ABC Software helps us control the volatility in our inventory spend. By measuring it in real-time, I think we could keep from wasting $15k-30k on the 30+ projects we plan on completing over the next 12 months.”

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Big difference.

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It's tempting to lead with cost savings in today's selling/buying environment. But you have to go deeper.

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Help your buyers "unlock" opportunities that:

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- Find cost savings beyond tool consolidation
- Additional revenue
etc.

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