The Startup Velocity Question: Inability to Explain the REAL Value Proposition

Another scenario I am encountering in my discussions is that of the inability to explain what the company does.

In the best case, the company is able to close deals.

Presumably, this is a founder-led sales situation, and the founder can listen to customers and position a solution on the fly.

However, to expand beyond a founder-led sales format requires training a sales force on definitive pain points and solutions.

This is not about dynamic positioning that changes from customer to customer on the fly.

This is about a crisp, clean, repeatable positioning that focuses on a single, critical pain point that needs to be identified in conversation with prospects.

Once qualified, these prospects need to be pitched the same solution by ALL the sales people.

When done well, such repeatable positioning also identifies segments where customers typically tend to have the same pain.

That makes lead generation and qualification vastly more efficient.

Companies that achieve velocity do all these things really well.

Those who don’t fail to grow exponentially.

Key Takeaways:

• Many entrepreneurs struggle to clearly explain what their company does.
• Founder-led sales often rely on dynamic positioning, adapting to each customer on the fly.
• Scaling beyond founder-led sales requires a repeatable sales process with defined pain points and solutions.
• A crisp, clean, repeatable positioning focusing on a single critical pain point is essential.
• All salespeople should be able to pitch the same solution to qualified prospects.
• Effective positioning identifies customer segments with similar pain points.
• Repeatable positioning makes lead generation and qualification more efficient.
• Companies that achieve velocity excel at implementing these positioning strategies.
• Failure to develop a clear, repeatable positioning often results in slow growth.

My Question to You:

Have you transitioned from founder-led sales to a repeatable sales process?  

If you think you need help, consider 1-on-1 Private Consulting with me. I will diagnose and create a path forward in an hour.

Photo Credit: Arek Socha from Pixabay

This segment is a part in the series : The Startup Velocity Question