by Tony Vidler
In the struggle for professionals to define a value proposition perhaps one of the easiest ways to do so is to begin by asking
“What problems do we fix?”
It is a simple question for sure, but it cuts to the chase. It helps us zero in on what it is we actually achieve for clients. We can define actual outcomes from the advice process, rather than talk about the process itself or the technical wizardry which goes on behind the process. The overwhelming majority of consumers simply do not care about the process or the cleverness and immense technical skill which is the foundation for achieving great client outcomes.
They just want the result.
These are all just very simple examples of superb client outcomes which many professionals can achieve. There is nothing about the process or technical skills, and there is nothing of the jargon and confusing terminology which we wrap ourselves up in. They are the end results of good planning expressed in very simple terms.
These are things that clients want.
You could do worse in the bid to define your value proposition by beginning with the end in mind, and saying in everyday language. Figure out what problems you fix for clients and then express those as an outcome that the client is looking for.
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