Brolik Value Proposition, Round 2

I recently met a newcomer to  Philadelphia at a Chamber of Commerce orientation who is positioning himself as a sales trainer that can help clients leverage social media brand strategies to increase referrals and sales.  Not only is he providing an updated twist on the generic “sales coach” profession by consulting clients on a developing marketing tool that folks seem to struggle with, he realizes the importance of making sure a captive  audience understands his value proposition.  When it was time for his elevator pitch, in a charming southern drawl fit for a preacher, my new friend informed the room that he “turns customers into crusaders and your followers into a cult following.”  The emphasis here does not fall upon his profession because sales coaches abound anywhere there’s a business and an insecurity, but on the unique, or seemingly unique outcome.  Imagine you’re one of his potential clients.  Would you rather hear about the sales coaching (i.e. training people to ask other people difficult questions) or the results that the training bears?

His delivery was perfect.  It made an impression.  My thoughts were, “I will sound unoriginal when it’s my turn.  Best case scenario.”  My performance probably read boring and scared – a really odd combination.  This is slightly ironic because I think most people consider my job and Brolik to be boss, and our portfolio speaks for itself.  The problem was simple – I hadn’t put any effort into making Brolik sticky, even though it is.  There are a lot of companies that “do website design, online marketing, and video production,” but Brolik works hard with clients to manifest and enhance their strengths using cutting edge technology.  Brolik helps clients stand-out no matter what industry, sexy or homely.  We do for clients’ corporate identities what I was not doing for Brolik.  This is a classic example of the cobbler’s son not having any shoes (we DO, however, have a website).

I gave the Texan a ring a couple days after the Chamber orientation and we scheduled coffee for the following week.  When we started exchanging ideas I wasn’t surprised that he is focused on getting to the core of what his services truly mean to his audience.  As a newcomer and entrepreneur in the Philadelphia area, this guy is really concerned with establishing a sticky brand.  Like many symbiotic businesspeople, his mantra is, “give first and get later.”  The sticky factor?  He took out his phone and recorded my elevator pitch to post to his youtube channel.  Here he was, acting on his MO by promoting me and helping me improve a boring/frightened shortcoming.  When he asked me what I thought about my performance on the recording I said, “It could be better, could be worse.”  I was pleased with myself, though, because the Texan made me conscious of, and active in, improving my chances to make an impression and succeed.  From a value proposition perspective, I’d say this newcomer has a shot.