Pushing Buttons – Crafting Your Personal Value Proposition

Your personal value proposition should be a brief and compelling statement that is designed to start off an (ideally) interesting conversation by defining the value you may be able to provide to the potential Client. Without providing value, business development can often be challenging since it will likely be based mainly on hope or luck, neither of which is a great strategy.

The trick is that value is in the eye of the beholder – or in the case of a personal value proposition, the listener. Even more challenging, each individual may define value in a different way because each of us has unique needs and 'hot button" issues." Think about it: the issues facing an entrepreneur at a green tech startup can be vastly different from those of a C-level executive at an established corporation on the verge of layoffs or bankruptcy – and are likely very different from those of the other parents at the kids’ soccer game. 

So to push the right buttons, you have to understand the individual you are speaking with. You can start by doing research into the person's business, organization or industry. But, by far, the best way to determine a listener’s issues and needs is to ask. Only then can you determine what, if any, value you may be able to provide. This is also why you also may want to craft different personal value propositions for different types of potential Clients.

So, in creating your personal value proposition, think like your potential Clients. Frame the statement in terms of their most pressing needs and convey the knowledge and experience that you have to meet them. To test whether your value proposition conveys this type of real value, try this: when composing it, at the end of each of potential value statement, insert the words, “… and this should be important to you because,” and then try to finish the statement. If your ‘because’ is weak, so is your value proposition. 

The Data Quality Doctor Is In

If you think you may be suffering from data quality depression, it can be helpful to see a specialist such as a CRM data quality consultant who is familiar with the causes and effects of data quality depression – and who is an expert in prescribing the right treatment for your specific problem.

The diagnosis will often begin with a data quality checkup, which is a complete assessment and analysis of your data quality situation. Your data quality consultant will begin by taking your CRM pulse by meeting with you and other key stakeholders and system users to ask a series of targeted questions designed to get to the heart of the issues. Questions will focus on issues such as end user participation, leadership buy-in, training, communications, planning, resources, technology and other potentially ‘sore’ subjects.

The consultant can also run tests on your ‘system’ to diagnose any additional potential problems with things like system configuration, contact categorization, information standardization and list management.

After a complete check-up, your CRM success consultant will then make specific recommendations to help take away your CRM data quality pain…

Taking Your Elevator Pitch to a New Floor – or Level

We’ve all been in that fun place: at a cocktail party, sitting on an airplane or in the back of a cab and someone asks, “So what do you do?” How do you respond? While this conversation rarely takes place in an elevator, the answer has been described as an ‘elevator pitch’ because ideally it should summarize what you do in the time it would take to ride up in an elevator with someone – about 30 seconds. It should also help to start an interesting conversation.

Unfortunately, the most frequent response is often a bland and generic, “I’m a lawyer” or “I’m an accountant.” Some may jazz it up with, “I’m a tax professional” or “I’m a corporate lawyer.” A real winner I heard once was, “I work in an office.” Wow, I’m on the edge of my seat - please tell me more.

In lieu of a yawn, the general, polite response you will usually get is, “Oh, how nice. My (insert random relative) is a lawyer or accountant.” Following this, they will often excuse themselves to refresh their cocktail (translation: they’re just not that into you and want to disengage because someone - or probably anyone else - across the room must be more interesting).

So how do you craft a good ‘elevator pitch”? Remember, as a general rule, people do business with people they like and trust and who provide value. Start there. Stop pitching and start providing real value. I call this creating your Personal Value Proposition… 

Increase Your Bottom Line with Writings by Design

Writings by Design, LLC, is a business writing consulting firm, offering targeted, cost-effective products and services to meet the operational needs of various businesses. We specialize in business development, client outreach and promotion, and strategically generate publicity using proven methods, including but not limited to, Web copy revitalization, blog creation and maintenance, article construction, newsletter compilation and distribution, business plan and proposal writing, ebook/ghost writing and editing services that will help your business reach its target audience and key stakeholders. Tell us about your project today!

Learn how Writings by Design can provide cost-effective solutions for all of your business communication needs. Our Annual Summer Sale is still going strong! You won't want to miss it!

 

 
About Writings by Design
 

Writings by Design was founded by J. Mariah Brown, an experienced technical research writer and public relations practitioner who has worked in an array of industries including, but not limited to, Non-Profit, Language Services, Health and Wellness, Legal and Energy Conservation.

Writings by Design helps businesses deliver custom writing products to customers, create a strong online presence to generate publicity and increase membership/customer base by strategically connecting with key stakeholders, program participants, investors, customers, clients and other interested parties in a more direct manner by personifying organizations.

This is accomplished through the development of articles, press releases and case studies; the creation of customized online publications; search engine and social media optimization and other cost-saving strategies and methods. Writings by Design adheres to the strict ethical codes set forth by the Public Relations Society of America and the Society of Professional Journalists.

Diagnosing Data Quality Depression - Where Does It Hurt?

The potential remedy for your data quality depression will depend upon the underlying cause. To diagnose the cause of your underlying symptoms, you must first assess the situation and figure out exactly where it hurts. Potential data quality pain points may include: 

• A lack of adequate staffing to keep up with the data quality issues 
• Failure to dedicate adequate resources to data quality maintenance 
• End users and assistants who do not take responsibility for data quality 
• Incorrect configuration of your system causing an increase in the number of data quality tickets or tasks
• A lack of formalized training to ensure that end users understand and embrace their data quality responsibilities
• A lack of management support to encourage participation or provide resources or incentives for compliance

Rest assured, all of these underlying issues are quite common and totally treatable - and, once treated, there is a significant likelihood that you will make a complete recovery. The best way to pinpoint your pain is to reach out to a specialist ...

The Truth About Body Language - Giving Business Development A Hand

While it may seem like a simple gesture, it’s amazing how much a handshake conveys to us. Those few seconds can potentially empower - or deflate - a new relationship.

Through the ages, the handshake has been a means of introduction, a symbol of agreement and a bond of trust. As a result, a good handshake has become both a minimum requirement and a powerful differentiator for politicians, diplomats … and business developers.

Admit it; we all have shaken hands with Mr. Death Grip or Ms. Limp Fish. Both made quite an impression – and likely not a positive one. So to avoid those scenarios and make a positive first impression, here are a few handshake tips: (1) Relax, it's just a handshake. Getting stressed out can make your hands clammy; (2) Use a firm grip, without squeezing too hard; (2) Make direct eye contact; (3) Smile and radiate confidence and enthusiasm; (4) Release.

As with all social encounters, sometimes 'handshake moments' just don't go as planned. If things go awry, don't stress about it. Just laugh, reload, and try again. Lightening up an uncomfortable situation can actually enhance your image of self-confidence and put the other person more at ease.

Sample Business Funding Request Package

Providing lenders with a sound, well-constructed funding request letter is a critical step in the business funding process. Your funding request package should contain a letter of inquiry, a proposal cover letter and the actual proposal. See the following examples of key components in a funding request package:

Letter of Inquiry

Busy executives do not always have the time to read your full proposal. To increase your chances that your proposal is read in a timely manner, write a strong letter of inquiry to peak the reader’s interest.

Sample Letter of Inquiry

Proposal Cover Letter

The proposal cover letter will further demonstrate why your company’s venture is of value to the lender. Leave the extensive details for the proposal. Use the letter as a brief outline of what the lender can expect in the proposal, as well as a very brief overview of your company and vision.

Sample Cover Letter

Proposal

In the initial stages of the proposal review, it is likely that executives will “browse” through your proposal. Since you do not have control over what is viewed first, it is critical to make sure all aspects of your proposal are equal in strength and effectiveness. Include the following information in your proposal:

• Company overview (history, products, services, clients served, niche market, competition, brand)
• Company need 
• Business strategy—introduce how funding will help this strategy 
• Solution (funding in more detail) 
• Funding initiative objectives 
• Strategic outline/schedule of implementation 
• Allocation of funds 
• Business funding history (if applicable) 
• Letter(s) of recommendation

Recognizing the Signs of Data Quality Depression

Data quality depression has been described as an emotional state characterized by feelings of sadness, despair, and discouragement – often accompanied by a strong desire to bang your head against the wall… repeatedly. For your mental health, early detection of data quality depression is key and requires that you be aware of the signs or symptoms which may include:

• Difficulty focusing or concentrating on the same mundane and repetitive data quality tasks for 10 hours a day 
• A sense of impending doom each day when turning on the computer and seeing the exponential explosion of data quality issues 
• Feelings of worthlessness caused by ineffective attempts to beg, bribe or otherwise coerce users to comply with firm data quality standards 
• Intense frustration with professionals who use their BlackBerrys to enter hundreds of new contacts with only first names and mobile phone numbers or e-mail addresses 
• Dizziness caused by running in circles trying to get correct contact information from assistants 
• Energy loss caused by jumping through hoops to try to get the firm’s leaders to commit the necessary resources 
• A major pain in the posterior region caused by dealing with data quality 

Symptoms may be mild at first and may initially improve after consuming large quantities of chocolate or alcohol. However, as the condition worsens, the only hope is to seek a more effective - and permanent - remedy…

Body Language and Business Development - Smile All the Way to the Bank

We've heard that smiling is contagious. Well, we now know that it’s not only true – it’s also good for business. A smile not only creates an upbeat and positive environment and conveys to the potential Client your interest, enthusiasm, and empathy. It also makes you more trustworthy and likeable. Remember from a previous post, people often hire people they like and trust.

Not only that, using your ‘pearly whites’ could even have a positive effect on your cash flow. A study has showed that consumers were willing to pay two to three times more after seeing a smile. OK, as a disclaimer, some skeptics may say that since the study involved drinking an ‘unidentified beverage’ that the ‘mystery drink’ could have actually led to paying more – and maybe even smiling more. But since the drink was lemon-lime Kool-Aid, my money is on the smile. But I digress. What’s important is the smile and the positive impression it conveys.

Anyway, here are a few tips to help to convey the most positive impression. First establish your presence in the room. Then make eye contact and smile genuinely, since people can tell a ‘fake’ smile from a mile away – and frankly, if you are not in the mood to smile, then you probably shouldn’t be attempting to develop business in the first place. But from now on, if you find yourself having trouble smiling, just think how much more money you could be making and see if that helps.

Perpetrators and Victims

In the mysterious world of the interpersonal environment, so full of subtle cues, instinct and non-verbal communication, there are positions of power and positions of vulnerability. Dominance and submission, the Call of the Wild- are you the Doer or the Done To? We see it on the playground at pre-school. There are those kids who cannot do anything but lead the play, and those who either follow, or disengage. If you put two leaders together in the same group, each vying for standing in that group, a struggle will ensue.

We never really leave the playground as we move into adult life, we only become more skilled at masking the rise and fall of instinct and its imperious demands. We also become increasingly attuned to the power of the Victim and the weakness of the Perpetrator.

In my work as a coach and psychotherapist, I have worked in conflict resolution for over 30 years. I have come to recognize that buried within nearly any conflict, business or personal, there is the sense by one side that it has been victimized by the other. And quite often, the side said to perpetrate claims itself as a victim by the other. In other words, they are competing with one another for the victim position. To further blur the picture, there are overt perpetrators who see themselves as victims, and overt victims who are nothing more than habitual perpetrators.

Why would the two sides of a conflict compete for the victim position? Obviously, because it is the more defensible and therefore more powerful position. It is easier to prove that something did happen than it is to prove that you did not do something.

There is also a perceived moral high ground that goes with having been victimized that plays on the human tendency to root for the underdog. If I can claim that you have injured me effectively, then I can force you into a defensive position in which you must show you didn't do something. And if I react with force against this claim, I have only proved your point.

By the way, how long has it been since you stopped beating your wife?

When working with the two sides of a conflict, one of my first steps is to establish this motto as a working rule for both sides during the course of conflict resolution: "In all of the following dialog, I promise to neither be your victim, nor your perpetrator, no matter how strongly it may appear that I am one or the other."

With this statement, one that each side must be reminded about over and over again, I might add (remember, we never really get too far away from the playground), we have neutralized the power of the victim position and have forced the dialog onto the new ground of personal responsibility, rather than having the interchange devolve, as most do, into a conversation about who did what to whom, or, as they call it in Texas, a 'pissing contest'.

Composing a Funding Request

Composing an effective funding request is a critical aspect of the process of obtaining funding for your business. Regardless of the level of perceived success you have of your business, top-level clients you have or wish to cater to, or how many innovative products or services your business will offer, potential business partners, lending institutions or other financial providers will not be aware of these factors unless you effectively convey this information in your proposal.

Your goal is to make whoever reads your proposal understand that your business is different from the millions of other start-up businesses or business expansion projects out there. This can be achieved by providing pertinent information in regards to the following:

• Strength of Management—Showing the level of expertise of the owner(s) and managers can help put the lender’s mind at ease, and increase your chances of getting funding for your business; which is especially imperative for start-up businesses.
• Strength of Brand—Showing proof of an established, strong company brand is critical in this process. A company Web site with traceable traffic generation information, evidence of discussion of your products or services and company on online forums, or other proof of market awareness of your brand can strengthen the lender’s confidence that your company will flourish. In some cases, company brands can be used as collateral, if deemed strong enough.
• Business Strategy—Development and showcasing of a sound business strategy will show your potential lenders that you business has direction and sustainability. The only way lenders can picture where your business will be in the next 5, 10 or 20 years is if you show them.
• Target Market—You must effectively convey the fact that you know whom your target market is for your business’ products and/or services. Your business can offer the most revolutionary products or services, but targeting these products and services to the wrong niche market will lead to the inevitable demise of your business. Conduct thorough research to determine the demographic information for your target audience. Potential lenders will trust that this will be a common practice for your business in the future, which will enable you to keep up with changing markets—leading to the longevity of your business.
• Competition—Just as in the case of understanding your target market, if you show your potential lender that you understand who your competition is, the lender will believe that you will consistently conduct research to keep up with industry trends, and offer cutting-edge products and services to contend with top competitors.
• Big Name Clients—Having well-known clients in your repertoire simply means that it will be easy for your company to continue to consistently attract more companies of similar stature.
• Innovation—Supplying the same products and services to crowded markets is the best way to have a business that never quite gets off the ground. Develop innovative products or services that will ensure new clients (and lenders) will come flocking to your business.
• Intellectual Property—Along with innovation, showing actual ownership of a product design or service idea will further demonstrate that your company will be bringing something new to your particular industry or market, which increases the long-term stability of your company.
• Recommendations—If other financial institutions and businesses trust your business, lenders will be more apt to trust your business as well. Slipping in a few solid recommendations could be the difference between an approved application and a denied application.

J. Mariah Brown is the owner of Writings by Design, LLC., a comprehensive business writing service company. To learn how Writings by Design can help your company receive funding with an effective funding request, visit www.writingsbydesign.com, email inquiry@writingsbydesign.com or call us at 866-937-2361.

Dealing with Data Quality Depression

Nothing can be more frustrating than dealing with CRM data quality. But when it comes to CRM success, there are few things that are more important. While data quality tasks can seem monotonous and mundane, left ‘untreated’, a CRM database can rapidly deteriorate into a disaster, causing end users to doubt and distrust the data and refuse to use the system - and causing you to pull your hair out. 

The First Step 
The first step is admitting you have a problem – or lots of them. Your end users are out of control. The number of duplicate records is multiplying exponentially. You can't actually contact your contacts because the majority of them have missing or incomplete information. Your data standards are nonstandard – or nonexistent. The incomplete entries from BlackBerrys are getting worse each day. You're even starting to become paranoid that the IT department may be part of the conspiracy. (I promise, they are not out to get you). Then suddenly you realize that you have no idea how to deal with international addresses or phone numbers – and you feel you have nowhere to turn.

Left untreated, disastrous data quality issues like these can really… well… drive you crazy. Fortunately for you, there is a cure… 

How Can Outsourcing Help Your Company?

Frustrated? Outsourcing can help!

Reducing overhead costs is the easiest way to save your business money, and therefore increase its bottom line. One of the simplest ways to reduce overhead cost is to eliminate or significantly reduce the utilization of full-time employees. Many companies have realized that outsourcing various services is beneficial in a plethora of ways. Outsourcing, using outside help to complete tasks that are normally performed in-house, is not a new concept, as companies have been utilizing outside advertising firms, accounting companies and distributors for decades. Small- to medium-sized businesses can also benefit from outsourcing other tasks, such as promotional materials, which has been proven to have significant advantages that outweigh monetary benefits—although those are nice as well.

In addition to saving money, outsourcing various marketing and public relations services has many long-term benefits for companies of various sizes and types. Long-term outsourcing benefits are as follows:

• Increased productivity and efficiency
• Reduced labor costs
• Reduced utility costs associated with workplace lighting and computer usage
• Reduced equipment costs for in-house staff
• Increase company attractiveness to investors—Invested capital will be spent directly making money rather than being poured into expensive salaries.
• Specialization—Outsourcing companies are often specialized in a specific area, rather than those who may be completing a project in-house who wear many hats.
• Increased competitive edge—Many small- to medium-sized businesses do not have the resources to compete with the in-house staff of large corporations. Outsourcing services provides smaller companies with an edge to compete.
• Increased focus on primary business concerns—Outsourcing writing and marketing services means that managers will have more time to focus on primary business operations, such as product development, distribution and sales.

Of course, there can always be too much of a good thing—outsourcing included. Sometimes it may not be wise to outsource all company writing or marketing services depending on the specific circumstances of the company. To avoid outsourcing too much or too little, prior to taking the leap into the world of business-to-business outsourcing, thoroughly evaluate current operations. How much is being produced and at what rate? Could outsourcing help you increase productivity and your company’s bottom line?

Body Language and Business Development - Put Your Focus on the Client

For successful business development, your focus should always be on the Client - even when you first make eye contact.The impression you make begins the moment someone 'lays eyes' on you - so always look your potential Client in the eye. This simple technique is very important when meeting with a Client because it tells them you are paying attention to THEM and also makes them feel that you are confident and honest.

Think about it, have you ever had a conversation with someone who is constantly looking away or looking past you. It can make you feel like they are not engaged or have someplace they would rather be. But if they look directly at you, it makes you feel like you have their complete attention and interest.

The basic rule is to spend about 80 percent of the conversation looking the Client in the eye. If you focus on them less than that, it conveys that you are bored or uncomfortable or lack confidence. But you should also glance away from time to avoid staring them down during the conversation which can make you come across as too direct, dominant or forceful.

While this may seem a little challenging at first, if you simply remember to focus your eyes - and your attention - on the Client, it will become second nature and you will become a natural business developer.

CRM Diagnosis: Where Does It Hurt?

While a CRM checkup may be the best preventative medicine, sometimes we just don’t want to get diagnosed. We put it off because we get busy or because we figure if we ignore the problem long enough, maybe it will go away on its own. But if you neglect your minor CRM aches and pains for too long, you may find your overall CRM health to be deteriorating. At that point, you need to figure out just what the problem seems to be… where does it hurt?

Are your Clients and prospects having a reaction to the number of irrelevant communications the firm has been sending? Have the number of duplicates in the system swollen to unacceptable levels? Has usage flat-lined because the users have lost confidence in the system? Are you feeling pressure from firm management because they don’t perceive they are getting value from the CRM? Or maybe some technology glitches – or some obstinate end users – are just giving you a pain.

Well, whatever your symptoms, rest assured, you are not alone. Plenty of firms have found themselves in the exact same place. The first step is admitting that you have a problem. But don’t worry, once you get diagnosed and seek treatment, if you follow up with a strong dose of commitment, you can get rid of the annoying or painful symptoms and achieve CRM success.