CEO-Speak

Oct 1, 2006 12:00 PM

Selling the purchase of security technology to your organization's top officials (the CEO, CFO, etc.) often puts security directors up against barriers that go beyond simple dollars and cents. Daniel J. Adams, sales and marketing author and consultant, recommends creating a Value Proposition before stepping into those top-floor executive offices. Here are key aspects to consider when creating a Value Proposition:

• Explain the exact nature of the security problem and who it affects;

• Explain clearly how a particular product or solution can eliminate or prevent those problems and provide desired benefits;

• Tout the ways in which you are uniquely qualified to complete the task or installation;

• Present solid credible proof that you can do it.

Adams says a proper value proposition has several parts:

• The Promise is your high-level commitment to a project to help it succeed. Typically, your commitment will be to help the organization increase profits, reduce costs, increase revenue, increase efficiency, improve quality or strengthen its market position. Promises are not the same as benefits.

• The Enablers are what you are offering to fulfill the promise.

• The Justification of Value, or “Show Me The Money!” Why should the organization make this investment?

• The proof attests to the fact that you can do what you just said you would do.

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© 2012 Penton Media Inc.

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