In sales, you don’t always get the inbound lead who tells you exactly what their problem is. Even more uncommon is when your prospect just tells you how your solution can solve for said problem. Especially when prospecting, it matters to help a lead think about a problem you solve. In this way, menu options are a great way to do this.
Menu options are the value levers or benefits your product/ service can enable for prospects. A menu can uncover what a prospect truly cares about while tying directly to your product or service.
Think, first, of three menu options. Tie each with a story/ path so you can demonstrate how your product or service meets each option.
The menu options for a prospect considering Airbnb may include:
  • Experience an authentic experience in thousands of cities. (Experience value.)
  • Explore a new destination by living with locals. (Experience and social values.)
  • Save on lodging with hundreds of unique options. (Economic value.)

For early-stage companies with few customers, hypothesize what those value levers are. Otherwise, pull from existing customers what value they get from your product or service. Then align a prospect with the persona of an existing customer, and offer a similar menu option set.

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