Today we have a guest blog from Elizabeth Andreini:
Have
you ever heard the Indian fable of the six blind men and the elephant? Each man
felt a different part of the elephant and described the elephant based on what
they felt. One man who touched its tail thought the elephant was like a rope,
the one who touched its trunk thought the elephant was like a tree branch, the man
who felt its leg thought it was similar to a pillar, etc. Although there was
some truth to what each one said, what they described was incomplete because it
couldn’t describe the entire elephant or accurately represent what the elephant
could do. Anyone hearing each man’s description wouldn’t be able to get the
full understanding of the elephant.
Sometimes
companies fall into this same trap with multiple messages and varied value
propositions. Different individuals may describe what is offered is a variety
of ways, whether based on their experience or their perception of the value
offered. While those descriptions may be accurate, the message about the
benefits of working with the company and value offered by its products or
services is likely to be incomplete or fail to convey the full benefit of what
the company offers. Multiple messages and different value propositions also create
inconsistent understanding in the marketplace and a weaker story for the
company, leaving opportunities for competitors to make a stronger impression
with a more complete story told consistently. Potential customers selecting a
weaker offering from competitors is one sign that your message may not be
strong enough or your story consistently told.
Test
the story you share with the market by conducting an internal survey and comparing
those messages for consistency – and to ensure the story aligns with what your
company wants said. Ask each executive and member of the sales/marketing teams
to describe the company’s brand promise, its unique value proposition and a
summary of your elevator pitch. Compare what each person says to uncover whether
everyone describes the company’s value proposition, brand promise and elevator
pitch well and consistently.
Once
you have a description of the company’s brand promise, its unique value
proposition and a summary of your elevator pitch from multiple sources, ask
yourself:
- Is everyone in my company consistently and effectively communicating our company’s unique value proposition to prospective clients and current customers?
- If we aren’t describing what we offer in the same way, how can I get everyone telling a single story?
- Are we clearly differentiating our products and services from our competitors so that potential buyers understand why they should choose us over competitors?
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