Value: how to talk about what you do so people want to buy it

Today I am proud to announce the release of my new book, Value – How To Talk About What You Do So People Want To Buy It.

It’s the final book in my Winning Business series, which also includes The Shredder Test, a step-by-step guide to writing winning proposals, and Winning Again, which reveals how to retain your most important contracts and customers.

For almost two decades, I’ve been helping suppliers to win multi-million-dollar contracts in complex services industries.

Through this, I’ve learned a lot about how business and government customers buy, including why they say “no” to offers that seem to make perfect, logical sense.

This book focuses on value creation, which is the key to successful new business pursuits.

A recent study on sales execution trends by Qvidian found that only 63% of salespeople actually make their targets, with pursuits ending in “no decision” the major reason for the shortfall. While four in 10 salespeople thought that an inability to effectively communicate value might be behind their lack of success, only half of these people also chose this as a skill they needed to work on.

Understanding your true value is the key to unlocking more of what you want–  more customers, higher margins, and more rewarding work.

It is my hope that Value will help you to look at what you do in an entirely new way: from the perspective of how it creates commercial value for customers. Reading Value is like being a fly on the wall of your prospect’s office, while they talk about a problem you have the perfect solution for. It could just make the difference between sealing the deal,  or losing, as so many do, to “no decision”.

If you have ever missed out on an opportunity that you really deserved to win, ever struggled to explain what you offer to people who just don’t seem to understand, or if you’ve ever seen prospective customers stubbornly go down a path that you know is not right for them – then this is the book for you.

You can buy your copy here. I hope you enjoy Value as much as I’ve enjoyed writing it for you.

Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers.

Is it time to pimp your proposals? Stop wasting time and money on proposals that go nowhere. The Pimp My Proposals program will give you the feedback, content and structure you need to build compelling proposals that win business. Learn what you’re doing wrong, and how to fix it. Email info@robynhaydon.com or call 03 9557 4585 to find out more.