Create Demand – Don’t Hope For It!
Technology companies can’t afford to wait for prospects to “find” or call them; there isn’t enough differentiation in technology services, or the prospect’s understanding of your services, to create demand organically.
Technology companies can drive demand for their services by showing what their services can do for their prospect’s bottom line first: their monetized value proposition (MVP). The MVP is not what you do, it’s what you do does for their bottom line. The MVP shows the prospect what you can do for them first, so they will ask you how?
If you don’t know what your services can do for your prospect’s bottom line, neither do they. Why would a prospect buy technology from you that they didn’t understand they needed? Your MVP gives your prospects a financial advantage that motivates them to buy: delivering you hot leads for more business, more often.
Are you a good technology company with great services, but can’t get enough new customers to grow your business? Don’t hope for business, drive demand by showing what your services can do for your prospect’s bottom line; show them your MVP!
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“Nothing happens until a sale is made.” Thomas Watson, Sr., President of IBM from 1914 to 1956, coined this expression. He knew what he was talking about. Selling technology in the first half of the twentieth century, before the moon landing in 1969, was not an easy sale to make. Companies then, like many still today, did not understand the transformational power of technology to reshape industry and company fortunes.
What is a “sale” and how is it made? A sale is made when a buyer and seller agree to exchange values. The customer’s value is revenue, but what is your value to the customer? It’s not your price.
New sales are the lifeblood of every business, but not every business knows that yet. Without predictable new sales year over year, no matter how well intended a company’s mission or goals, the company will suffer with limited growth. New sales breathe life into all other company possibilities.
How to attract new customers year over year is the seminal question every business must solve first if it wants to maximize its value proposition and reach its potential.
Technology companies must monetize their value proposition to make more business. A company’s value proposition is the monetized value of its service or product to the customer - “your value.” If you don’t know the monetized value of your value proposition to your prospect, neither does he.
Sales are the problem, sales are the answer, sales are the point. Monetize your value proposition to make more sales and grow your business at scale.
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