How to Use Your Value Proposition to Stop Competing Against Price—An Interview with Mike Schultz

RainToday.com's Podcast: Marketing & Selling Professional Services

Why do people buy from you and not your competitor? Is it a higher level of service? Is it a diversified level of service? Is it a complex niche that you're in that because of your experience or industry will give you a leg up and help your clients?

When you can answer that—explain your value proposition—then you can build out your marketing plan, target your ideal clients, and grow your business, says Mike Schultz, President of the RAIN Group, which recently released The 10 Commandments for Building a Value Proposition.

But if you don't have a strong value proposition—if "there's no reason for [people] to buy from you versus all of the other options, then they're just going to shop around for the better price," he says.

Listen as Schultz outlines the three legs of the value proposition stool, explains how to use a value proposition to differentiate you from others in your industry and pique prospects' interest in you, and gives examples of good positioning statements.