Nathan Hayes

Nathan Hayes is the Manager of Business Development for Red Tray and Editor of

Reps are welcome to contact him at 404.934.3535 or to send him an e-mail if you have questions about how Red Tray can benefit your accounts or with general comments about selling to ECPs.

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Craft a Short Value Proposition to Win New Accounts Quickly

Posted on January 28, 2010
Filed Under Articles |

“Why should I buy from you?”

That’s the question you need to answer every time you’re pitching your frame line or lab service to an ECP.  And, as we all know, when you get in front of a prospect, there isn’t much time to answer it.

You can answer the question quickly and easily - if you’ve prepared a clear value proposition before you walk into an ECP’s office.

Let’s look at three key parts of a value proposition:What’s important to my prospect?

Before getting to this question though, identify the decision maker and tailor the response to his or her concerns.

If you’re working with an optician, they’ll probably care about how PALs with low non-adapt rates can reduce their customer service issues.  Or maybe you can focus on how your mix of fashionable frames are easy to show off to their patients.

For an OD you could talk about how your premium lenses and coatings can increase her profitability and thus, her bottom line.  Or show how your frames have a high rate of sell-through, so she’ll enjoy a consistent flow in of income without tying up a lot of cash. (More on this issue here.)

How does MY solution create value for this ECP?

Here you’ll want to focus on two areas dear to this blogs heart:

Be sure to include examples of how you’ve produced similar results at other practices.

How can I demonstrate my capability?

Remember the old adage that “seeing is believing”.  Find a way to PROVE your worth to prospects.

For example, many of you already will offer ECPs 10 free jobs to try out your lab.  On the frame side, you might throw in a display case with a new accounts first order so you’ll have the best looking product in their dispensary

In the commments section below, please share some of the ways YOU prove your worth to your prospects and customers.

Respect your accounts by being prepared

We’ve all encountered the breathless OD, office manager or optician who says, “OK. You have 5 minutes.”

Respect your prospects time by having your value proposition prepared before you enter their practice. A clear value proposition will help you make a concise case for your products, speak directly to your prospects’ concerns, you’ll be viewed as a credible and competent business partner.

Please share your thoughts in the comments section below or send me an email.

Disclaimer: The information and opinions contained on this site are for discussion purposes only and are NOT intended to serve as legal, accounting or investment advice. ©2009 Red Tray. All rights reserved. Not to be reproduced without written permission of the author.


2 Responses to “Craft a Short Value Proposition to Win New Accounts Quickly”

  1. mike weymouth on January 29th, 2010 2:51 pm

    Thank you. Good ideas. I use the average ecp that uses an eloa lab increases profits by 50,000. You’re way ab ov e average so let’s work together to make it happen.

  2. Larry Sigmon on January 29th, 2010 6:06 pm

    My reply to the doctor would be that i could summsrize me and my lab in 5 minutes…..BUT the sales call is not about me….it is about YOU. I really do not think I can find out anything of real substance is 5 minutes. You the doctor have needs, and I the sales person, have solutions. With all due respect it will take more than 5 minutes for me to match the needs with the solutions to create a win-win situation. When could I get 30 minutes of your time to have a meaningful dialogue?

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