One of the most effective ways to connect with potential clients is by providing a valid business reason (VBR). But what exactly does this mean, and why is it so important?
A valid business reason goes beyond simply stating that you have a product or service to offer. It's about demonstrating real value to your prospects and showing them why engaging with you is worth their time and attention.
5 Elements That Make A Strong Valid Business Reason
1. Relevance
Your VBR should directly relate to your prospect's business, industry, or current challenges. It shows that you've done your homework and understand their specific context.
2. Timeliness
Incorporating current trends or recent developments in your prospect's field can make your outreach more compelling and urgent.
3. Capabilities (not just products)
Focus on what your company can do for the prospect rather than just listing features of your offerings. This shifts the conversation from a sales pitch to a discussion about solutions.
4. Business Opportunities
Highlight potential gains or improvements the prospect could achieve by working with you. This could be increased efficiency, cost savings, or new revenue streams.
5. Insight
Provide a fresh perspective or valuable information the prospect might not have considered. This positions you as a knowledgeable partner rather than just another vendor.
Strategies To Elevate Your VBR
1. Research Thoroughly
Deep understanding of your prospect's business allows you to speak to their specific needs and challenges.
2. Focus on Their Pain Points
Address the issues that keep your prospect up at night, not just general industry trends.
3. Quantify Value
Where possible, use data or case studies to illustrate potential benefits.
4. Be Concise
A good VBR is clear and to the point, not rambling or filled with jargon.
5. Practice Active Listening
In initial conversations, focus more on understanding the prospect than on pitching your solution.
6. Offer a Two-Way Dialogue
Invite the prospect to share their thoughts and experiences, making it a conversation rather than a monologue.
7. Be Prepared to Walk Away
If you realize your solution isn't a good fit, be honest about it. This builds trust and credibility.
The Goal of a Valid Business Reason
The goal of a VBR is to start a meaningful business conversation, not to "close the deal" in one interaction. By focusing on providing genuine value and insight, you'll naturally move away from sounding like you're using a pick-up line and towards establishing yourself as a trusted advisor.
A good VBR opens doors; it doesn't try to push through them. It demonstrates that you respect the prospect's time and intelligence by offering something truly valuable to consider. When done right, your VBR should make the prospect think, "This person understands my business and might have some ideas worth exploring."
When crafting your VBR, ask yourself: "Why should this prospect care about what I have to say right now?"
You're on the right track if you can answer this question convincingly.
