How long did it take to figure out people just were not going to break your door down or visit your website in such volume that the server crashed? Not long huh?
What are the unique qualities of your business model? What sets you apart from the competition? Why should people buy your service or product line?
We have the opportunity to work with large enterprise companies and small business and get the same blank stare when we ask, “What’s your value proposition?”
If you haven’t separated the business from the rest of those in your space then you probably find yourself running with the pack instead of being out front.
Prospects need to have a reason to choose you over the competition that’s what a value proposition is all about.
Let’s go through the exercise of developing a killer unique selling advantage or value proposition. Here’s an simple way to bring a concept to completion. First have a brainstorming session, then draft the idea and finally bring it to fruition.
Brainstorming made easy: Define the problem, Write down the suggestions, Score the answers and then Choose a winner.
Here are some weak attempts: “We have been in business longer than our competitors”, “We offer more training classes than anyone else” and “We help companies create more leads.” Snore.
These are stronger efforts: “Clients see reduced time, effort, and cost associated with our…”, “Clients benefit from a lower total cost of ownership due to our…” or “We help companies grow their business on the web by…”.
The value proposition should frame the questions: What pain is the prospect feeling? What’s the remedy? What are the benefits?
Get an understanding: Understand the audience, Understand their motivation, Understand the buying process.
Crafting the value proposition: Use strong adjectives, Use action verbs, and Stay away from platitudes.
Refine the message: No sacred cows (some words may have to go), Shorten the message to the fewest words, plus Strive for clarity and impact.
Measure the impact: Try the value prop on teammates, clients, Does it solicit questions? and Does it provoke action?
This exercise is never over: Listen, listen, listen, Refine, refine, refine, and It’s never carved in stone.
The ultimate value proposition: Increases the benefits and/or decrease sacrifices thought by the buyer, Focuses on your core competencies, and Is recognizably different from competitors.
Does your current value prop meet these requirements? It so, send it in in a comment so we can all learn from your expertise.
