Writing value propositions that sell

The most common question a potential association member asks is: “What value do I get from membership?” From an association’s point of view, it is about planning, developing, organizing and communicating its value proposition.

Since a value proposition is an essential component of an association’s business model, the Philippine Council of Associations and Association Managers (PCAAE) recently conducted a webinar on “How to Write Value Propositions that Sell”. The speaker was Dr. Michael Tatonetti, founder and CEO of Atlanta, a US-based association pricing organization whose mission is to strengthen linkages in its pricing models for financial sustainability.

Michael presented the five-step process your team needs when deciding what to do with a product and pricing, and how to sell value to your board.

Step 1: Determine the value you give internally. This will be quantitative and qualitative. Quantitative value propositions are based on a digital return on investment that you can document and present, for example, an exhibition that ensures attendees meet 50 exhibitors or a leadership program that provides three skills for participants. Qualitative value propositions are based on things that cannot be quantified, for example, a networking event that builds business relationships or a professional development program that advances your career.

Step 2: Find out more value externally. This can be done by attending market research and sponsoring market research. For audience market research, methods you can use include surveys, focus groups, and phone calls with key leaders. Ask them what is important to them and how they value it. At the end of each encounter, set the value and don’t be afraid to ask for feedback. In short, you have to sell value well.

For sponsor market research, methods may include phone calls and meetings with potential sponsors. Ask them what they value most and why to get to the bottom of the matter. If your sponsor’s goal is to collect at least 50 leads, be prepared to respond or negotiate. In short, this is a B2B sale, so you need to determine the value.

Step 3: Write your value proposition. Using a hypothetical event as an example, you could write the following value proposition for attendees: “Unlike our live event, you have access to every session live and on demand so you don’t have to rush between sessions and make decisions in milliseconds.” or “Attendees will have access to all sessions.” Forty – a 250 percent increase in training and knowledge!”

For Sponsors: “No need to set up balanced aggregation booths. We’ll set up your landing page with the demo scheduling tool so we can get you leads right away!” or “We are proud to grow from 500 site participants, 50 of whom may be great clients, to over 2,000 registrants. , quadrupling your pool of lead sources.”

Step 4: Measure the pricing value. This can be achieved by understanding your segments and doing a final market test with quotes and value to ensure marketing and sales readiness before launch.

Step Five: Communicate and Sell. This can be done through sales pages, emails, and content marketing. Some advice: share a well-developed story, for example, “We heard you …”; highlight your qualitative and quantitative values; Think about your FAQ; Have demo video or demo testimonials for purchase.

Octavio Peralta is currently the Executive Director of the United Nations Global Compact Network in the Philippines and the Founder and Volunteer CEO of the Philippine Council of Associations and Executive Societies, “Association of Associations”. E-mail: bobby@pcaae.org.

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