Selling Something That Doesn't Feel Like it Has a Strong Business Case

Jay is the owner of a massage therapy company. He's trying to figure out how to sell his services to the corporate market.

Like many of you, he doesn't have a strong business case to capture a company's attention. That's why he recently asked me: 

I'm have trouble figuring out my value position for selling to bigger companies. When a company's challenges are rising cost from suppliers or trying to go "green," it just doesn't cut it to tell them, "Hey I can reduce your stress during those stressful times." Any advice you can give is appreciated. 

My response to him is below. Please add any additional insights that you can. 

Value Proposition

You're right Jay. For the most part, "reducing stress" doesn't excite most corporate decision makers. However, what you're missing is the high cost of stress on an organization. It can lead to: higher medical costs, increased absenteeism, costly mistakes, disengaged employees, lower productivity, increased turnover and much more. 

You needs to start thinking differently about the value of your services. I was just in a company today that does lots of cool things for their employees similar to what you provide. They do it to be nice -- but also because of the huge financial benefits. 

Targeting Companies

I'd also suggest you look for companies that value their employees. In some communities, they publish a list of Best Places to Work. Any firm that is on this list would be much more amenable to using his services that a typical firm.  

Also, think about contacting professional services firms. They have highly paid people on staff. Not only could be a valuable perk, but they understand the impact of stress on their work. 

Finally, focus on companies/industries that are profitable and hopefully growing. For example, the construction market is down now. Do research on this because it varies across the country. 

What additional advice can you give Jay?