Opus Growth Partners

12/10/2021

https://www.insightssuccess.com/opus-growth-partners-empowering-businesses-to-attain-excellence/

Running a business successfully is a challenging task. Many businessmen, especially those just starting out, face several difficulties in their journey. Having less knowledge about the market, a lack of advanced technology, or skilled personnel can increase the risk of failure. This is where outsour...

06/02/2021

What is a unique value proposition? Why is it different from a unique selling proposition? Why should you have one?

A unique value proposition expands on the unique selling proposition. Importantly, as the name suggests, it gives you a chance to demonstrate the value of what you are offering.

Value, as a concept, is generally misunderstood. People do not buy products and services. They don’t even buy the benefits of those products and services.

What people buy, and what every business should look for in creating their value proposition, is the benefits of the benefits of a product or service.

An overworked entrepreneur buying an implementation support service for their business is not buying someone’s time, and they are not buying more sales or neater accounts. What they are buying is more time with their friends and family, good schooling for their children, a holiday with their partner.

A great value proposition articulates the benefit of the benefit, as seen by the client.

Have a great value proposition? Share it with us in the comments below.

05/25/2021

What is a unique selling proposition, and why should you have one?

A unique selling proposition answers the question every potential client asks in their head.

That question is: “Of all the myriad choices available to me, why should I choose you?”.

Put another way, your unique selling proposition has to put your business in a category of one.

Those two lines determine whether everything else you’ve written and produced is engaged with.

For us, our unique selling position is: “We put messages that sell, in front of audiences that buy, through the channels they love.”

In isolation, it may sound trite to some. However, compare our message to that of most marketing firms: ‘Here to make your business grow faster’. ‘Specialist B2B marketers.’ ‘Honest, professional marketing experts’. A tally of how many expert marketers make remarkably similar claims for themselves will delight the cynics among you.

Most messages are not unique, and tell you precisely nothing about what the company does that is different from everyone else.

You may like our unique selling proposition, or you may not. But we tell you something very specific about our entire process. Implicit in our USP is an outcome.

How is your USP working for you? Let us know in the comments.

05/19/2021

There are 5 key things any business looking to optimise its sales and marketing should strive to communicate.

The more effectively these things are communicated, as a cohesive whole, the better your sales and marketing results will be.

These are:

🔑A unique selling proposition
🔑A unique value proposition
🔑An offer your audience can’t refuse
🔑A unique experience proposition
🔑A unique safety proposition

Each of these alone has a potent impact on results. Put them together, communicate them clearly across multiple channels and platforms, and your business will grow like a w**d.

Our next 5 posts will look at each of these in turn: what they are, why they are important, and where to start in creating them.

Follow along, and let us know in the comments if you are finding these useful.

05/07/2021

Our last post touched on the problem facing many businesses: the apples to apples comparison. Businesses go to great lengths (and expense) to provide content, create elaborate websites, and drive traffic to their pages.

But when the traffic gets there, and they have the fleeting attention of their audience, they present a message that looks just like every other company in their sector.

They don’t give the audience a reason to choose them, over and above every other option available.

Sales and marketing success starts long before any email is sent, post written, or graphic created.

It starts with creating a clear selling proposition (even for professional services firms) that places the business in a category of one.

Our next post will start to look at how to create an effective selling proposition. Subscribe to make sure you don’t miss it.

04/08/2021

transformation is the bu😴word du jour on every forward-thinking company’s lips. A host of tools and agencies have sprung up to try to from this need.

A great deal of attention is currently being given to digital pricing 🤑 tools. Bain, PwC, McKinsey - all have recently aired their thoughts on the importance of a digital price transformation to stay competitive in the current climate. It’s asserted that adopting correct tools, and then using those tools optimally can generally lead to a 2-7% increase in . All fine and good.

Increasingly popular as this attitude is - marginal gain through computative efficiency - it highlights certain fundamental failures of imagination🤔. Large companies can perhaps afford to take this approach (though whether it is impotimal is highly questionable). However, for the -led SME, this kind of thinking is death.

There is a simple reason for this. Any pricing that has at its 💜 marginal price advantage has inherent in it a belief that the service or product itself is and must always be fundamentally commoditised.

For the -led SME, a different set of first principles is required to survive and thrive. Refusing to be commoditised is the only way to avoid a race 🏃‍♂️ to the bottom. Small improvements in gross are desirable where they come, of course, but if your business sells a commoditised or , the chances are you are only staving off the inevitable, and delaying the date of your ultimate demise.

Instead, the entrepreneur-led business should adopt a , , and strategy that puts it firmly in a category of one🥇. If you accept that you are one of many, you force your customer to compare apples with apples. As soon as this happens, you have become commoditised, and you must compete on .

Perhaps counterintuitively, the importance of rejecting commoditisation is especially important in a tough . Even in a recession, is still abundant, despite what you might believe if you read the . Protecting through differentiation, not driving at all costs through price competition, is the right approach for savvy entrepreneurs.

03/11/2021

A recent 📑🖌 from McKinsey rightly identifies the increased accountability inherent in ‘full funnel’ marketing.

Adopting such an approach will certainly yield improvements for large corporates who’ve become accustomed to overcoming disjointed marketing strategy and ex*****on by sheer weight of spending power.

At Opus, we see many small and medium sized businesses trying to adopt large company marketing strategies📊 In doing so, they import all the corporate dysfunction, but without the redeeming quality of almost unlimited marketing spend, often with (very) unsatisfactory results.

For entrepreneur-led businesses, a coherent and maximally effective ‘full funnel’ must blur the line between and . For example, at the top of the funnel, ‘awareness’ has traditionally been the exclusive domain of the marketing department. However, with the tools and technology now available to us, the research🔍 functions typically performed by SDRs belong right at the top of the funnel. This focused, sales-led approach should underpin subsequent ad spend on awareness.

Marketing’s function then becomes to drive awareness within a predefined group👬 (though some degree of thoughtful randomness on top should not be discarded). There is then a clear metric for success in awareness - how many prospects from within our sample followed the requisite call to action. If the number is low there are clear, measurable, and well-defined actions that should subsequently be taken.

Bringing sales-led micro targeting to the macro targeting world inhabited by most marketers is one of the quickest and most effective methods for increasing ROI for any SME. It drives down-chain accountability - no more blaming marketing for low quality inbound - and allows for far more sophisticated contact and engagement cycles throughout the prospect lifecycle.