Your Company's Value Proposition in Three Words - Time, Tools and Talent

Updated from original post of August 2010.

Time, tools and talent; we solve for little else when trying to sell our products and services.   Not just in today's market, but always.  Our prospects and clients "must" suffer from one or more of the following conditions or we can deliver no real compelling value:

1. They have the human resources (talent) they need, but don't have the tools or time required to address the challenge or opportunity.
2. They have the technology (tools) they need, but don't have the talent and/or time to use them.
3. They have both the tools and talent, but the time required to apply them hasn't been prioritized.

If one, two or all three conditions exist and your product or service aligns with one or more of the them, then you have a Value Proposition and a viable sales opportunity.  If you can't qualify at least one condition exists, then you have nothing to solve for and should move on to the next opportunity.

The most opportune condition is "talent".  Most companies today are loathe to add "new" headcount unless the need is strategic.  If they are adding "tactical" headcount it's most likely replacing a cost rather than adding a new one.  So, if your product or service is replacing an existing headcount(s) then you have a real opportunity. If your offering addresses a strategic need and can be leveraged by existing headcount, you also have a real opportunity.  However, if your offering will only add new cost at a tactical level, good luck.  Your ROI promise will have to be amazing to win the deal.  Additionally, if your solution cannot eliminate headcount and deliver incredible returns, then you better be talking to the CEO or it will die an early death.

Solving for "tools" is the most competitive and your "Value Proposition" usually won't be enough to win the day.  You'll need to win on your "Unique Value Proposition" and most of the time, that will be "you", the salesperson or the Subject Matter Expert (SME).  

Solving for "time" is the hardest situation.  Determining what employees spend their time on is a strategic issue, not a tactical one. It is very easy to get sucked into your buyer's desire to allocate more time to the challenge or opportunity your products or services address.  But you have to be careful.  They aren't spending time now solving that problem for a reason.  Make sure you qualify the condition of "time" very carefully and challenge your prospect's response aggressively.  If you can be sold that the need for more time is mission critical then you have a great opportunity.

Finally, be sure you are aware of and have addressed the new "Deal Dynamic". It is the #1 hidden killer of deals even after you've solved for Time, Tools and Talent.

Time, tools and talent - we're not solving for cancer, so keep the evaluation of your opportunities simple.  Your prospects will appreciate it.