Ryan Dohrn shows how to stop selling price and start selling value. A bridge statement turns product facts into buyer benefits: 50,000 monthly visitors becomes qualified readers for your product. He also explains the Unique Value Statement, a three-point claim that connects what you sell to what matters to your prospect.
Hey friends, Ryan Dohrn here, your global sales coach. How about another weekly sales training tip? Sound good to you? All right, so we talked before about getting ahead of the storm during economic uncertainty, and what I really want to talk with you about today is really selling value. So a lot of times you hear talk about people selling value selling propositions. Selling value is really about understanding price is what somebody pays, value is what they're going to get For what they pay. So a lot of times we miss out on something called a bridge statement. So we get so focused on selling our product, our service, our advertising, our marketing solutions, we forget to bridge the gap between what we do and the value, what they are gonna receive. So this is us over here, okay? This is them. We have to come up with a bridge statement, and a typical bridge statement It's going to be something like, what this means to you is, or how this is going to impact your business is, or something like that. So let me just give you an example. From my life, you know that I sell a lot of advertising, media, digitals, things like that. So I might say, every month, I've got 50,000 readers that come, or visitors that come to my website. Okay, sounds good, right? But I didn't give a bridge statement, so I didn't sell them the value. I gave them a fact. I'm making them translate, and we don't want to do that. Each month I got 50,000 salespeople like all of you that come by the website. What that means to your business is qualified readers that are in the sales business that every day are using your type of product. So that bridge statement is really important piece. So what this means to your business, how this could impact you is— I assume you could see how this would benefit your business in this way. The value selling proposition is about your facts and stats, bridging that to what it is they're gonna get from you. Remember, price is what they pay, value is what they get. Now, a lot of you don't have a unique value statement, a UVS, so that's something you may wanna work on. And we talked about it in one of our listener questions here earlier this month, so go check that out. Unique value statements are the things that are important to you, but they're translated into what is it, how does it impact or affect the person that's hearing it. A UVS needs to be about 3 points, and that's about it. And it should contain items that differentiate you from everybody else out there in the market. It's kind of the heart of a UVS statement. Hey, get out there if you would and buy a copy of my new book, Selling Forward. Got to put through— put a couple kids through college over here. And Amazon Prime members, of course, you get it for free. Hey, if you're an Audible person or Kindle person or an iPad person, iBook person, we got those available as well, so check that out. on your favorite platform. All right, if I can be of help to you, reach out, ryandohrn.com. Otherwise, friends, never forget, if sales was easy, everybody'd be doing it, and they're not. We're not crazy, friends. This is a career that'll feed your family for a lifetime. All right, we'll see you next week.
