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Why the Value Proposition Matters to the Master Agent

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Why the Value Proposition Matters to the Master Agent

April 10, 2013

  By Susan J. Campbell, TMCnet Contributing Editor

What would you do if you could double your sales volume? For a number of companies, this would open up a whole new world of opportunities and growth. The challenge, of course, is identifying how to truly double sales and create momentum for consistent performance. 

A recent Telarus (News - Alert) webinar explores five secrets to doubling sales volume. The master agent shared keen insight into how you can get in the door to see a prospect when they seem to want nothing more than to keep you out. The main reasons a prospect may not be looking for a solution: some may believe they don’t have any problems; others may not want the hassle of changing; still others may love their rep and the remaining few may prefer the devil they know. 

Companies seeking interaction with a master agent will want to know four things: background on the agent; what they have done for other companies; how much those actions helped the company; and an example of what they can do in a similar environment. Firms need a reason to trust the master agent, a reason to believe that the solutions they are bringing to the table will actually deliver value. 

Therein lies the challenge – developing that value proposition before the master agent walks in the door. The value proposition may be first developed by the vendors working with the master agent, or it may be something that serves as the primary focus for marketing efforts by the master agent. Either way, members of the target market must first understand why the solutions offered will meet a need within their environments. 

When visiting with the potential customer, the master agent can use a wealth of resources to demonstrate value. First, the case study serves as a viable demonstration of the value the master agent or a vendor has brought to a real-world situation. If contact information on case study contacts is then shared with key individuals, prospects can speak with the customer one-on-one, asking questions beyond those answered in the official case study. 

National success stories are also viable tools to use to demonstrate value. For instance, if a case study is presented that includes similar challenges and offerings for resolution; the prospect has the opportunity to make a connection to their own situation. Such a demonstration has significant power in persuading the prospect to consider taking action. 

The master agent able to demonstrate the value they bring to the table will have to worry less about cost and more about the solid solution recommended. In such a situation, it is much easier to win a competitive bid as pricing can still be aggressive, without compromising quality.

Edited by Jamie Epstein
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