The concept of the Value Message says that you must bring something unique to the market place so you can convince your prospects to go through The Pain of Change and buy from you.

Exercise: List the 3 strengths or unique features of your business offering:

1) In House Workroom 2) Great Showroom 3) Talented Design Team

For each strength list a corresponding consequence the prospect experiences by not having as part if the offer.

1) In House Workroom-A lack of quality control and higher prices because of no middleman. 2) Great Showroom-No ability to view actual examples of work. 3) Talented Design Team-Not having treatments that you can show off.

For each consequence indicate how does it show up? Who ultimately gets the bill for not having it? Who feels the consequences the most?

1) A lack of quality control and higher prices because of no middleman, results in poorly done treatments that the consumer pays for and is stuck with. 2) No ability to view actual examples of work, results in not being able to picture your custom window treatment ahead of time, and ending up disappointed because of not meeting your expectations. 3) Not having treatments that you can show off, results in not meeting the emotional expectations of the client. This is what she values most. Remember, Decorating is Entertainment!

To review, let's take one of the strengths and add the corresponding consequence and the result: An In House Workroom addresses the problem of poor quality control and the issue of higher prices because of no middleman. The result of not having such a service could be poorly done treatments which the consumer ultimately pays for and is stuck with.

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