How Sales and Marketing Should Work Together to Determine The 'Value Proposition' for Your Business

In my 20+ years as a sales rep, I was always confused by the tension in most companies between sales and marketing. In fact, the general attitude between these departments is open disdain for each other’s function. Marketing believes it’s their advertising that convinces prospects to buy. I’ve worked with many marketing people who think they bring in such great leads, that all the sales people have to do is answer the phone and they’ll make a sale. The sales department is usually of the opinion that marketing spends a lot of money to get a ‘few decent prospects’.

So, who is right? And, how can any business lessen the tension between sales and marketing and get everyone in the company on the same page? It’s quite simple. The common link that runs through both departments is the value proposition for your product or service.

The easiest way to determine your value proposition is to talk to your current customers. Here are a few reasons why:

• They know why they bought your product.
• They know what they like about your company.
• They were once prospects evaluating your products, so who better to tell you what was the tipping point for them that made them buy?

Many companies make the mistake of thinking that fancy graphics or a celebrity spokesperson will bring in better leads. It’s the message within an ad that captures attention, not the pictures. If you have a message that resonates with ‘like minded’ individuals, they are pre-qualified prospects. If you have a celebrity spokesperson, make sure they are bringing a message to the market that attracts the right kind of prospect. Some talking head saying you’re great guys to work with doesn’t tell anyone what they need to know in order to consider your company. Most celebrities are paid, so they don’t have a lot of credibility. You’re better off picking a spokesperson who is the same type of person your prospect is. They will have a better chance to connect and be heard.

Once you’ve spoken with enough current owners, develop 3 bullet points that highlight why these people bought your product.

Use these points for a consistent company message. It should be in ads, marketing literature and sales presentations. You should also find that your best sales performers already know why their customers bought their product. It’s usually the case that marketing never bothered to talk to the sales people, or their current customers.

Many companies have a problem when marketing develops an ad campaign that doesn’t match their website, marketing materials or sales message. Outside consultants who develop these ad campaigns focus more on graphics than they do on message. If you’re not attracting those prospects most likely to buy from your company, you’re missing a huge opportunity.

That’s what a targeted Value Proposition is all about. It’s having one coherent message coming from all parts of your organization. You know what your strengths are and their reflected in all the materials that communicate to your prospects.

By developing a consistent message, you’re less likely to confuse your prospects. They know who you are and why they should buy from you. The easier you make it for someone to buy, the more likely they are to buy. A confused prospect gets frustrated and goes elsewhere. The KISS principle (Keep It Simple Stupid), pertains to sales and marketing. If you have a clearly defined Value Proposition that connects with a segment of your target market, your chances of making more sales have greatly increased.

If you keep all parts of your organization on the same Value Proposition, you will attract better quality prospects who are more likely to buy in an accelerated manner. Something both sales and marketing can cheer about.