Finding and Using Your Value Proposition

Strong value propositions are your best tool for setting up meetings with prospective buyers. Corporate decision makers will nearly always meet with sellers who offer tangible outcomes and measurable results. And they will only meet with sellers who talk their language and are focused on helping them achieve their business objectives.

You can also use your value proposition:

  • To develop a telephone script that highlights the key business results your product, service or solution delivers.
  • To craft a business letter to decision makers who work at targeted accounts.
  • As a basis for your marketing campaign and in all your marketing collateral.
  • As the foundation for a customer-centric PowerPoint presentation.
  • As the core message delivered in your totally customized customer proposals.

But based on what I’ve seen in working with sellers, the biggest benefit you get from understanding your value proposition is … (drum roll) … a strengthened belief in your own offering.

If you truly understand the value you bring to customers from a business perspective, you’ll work harder to get into accounts and be less discouraged by rejection. You won’t question or doubt if there’s a market for your offering because you will know that what you offer makes a difference. And ultimately you’ll sell a lot more!

Remember, a value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome focused and stresses the business value of your offering.

If your value proposition isn’t tempting potential prospects to meet with you, you’ve got some work to do. Get started right away. Having a strong, customer-enticing value proposition changes the game. You’ll immediately start seeing positive results!

Finding Your Value Proposition

A few questions to help you develop a great Value Proposition

1. Establish the Customer’s Current Situation

  • Without your product or service, how do they do things today?

2. Define the Problem or Gaps

  • What problems does your offering solve? What opportunities does it create?

3. Clarify the Business Implications

  • Explore the “Ripple Effect.” Find other areas impacted by the problems/gaps.

4. Determine the Value of Change

  • What’s the pay-off (tangible value, intangible value, opportunity costs) from using your product/service?

Comments from Others

When you’re done, go get feedback from others. Describe your customer and request that they listen from that perspective. Ask: “What caught your attention? Is it reflective of the true value I bring customers? How can I make it stronger?”

Now revise it to make it even more attractive to your customers. Or create a new one that emphasizes a different aspect of the value provided by your product or service. With close analysis, you’ll discover multiple ways to articulate your offering’s value to your prospective clients.


This is the final part in this spectacular series – thank you for enjoying these insights with us! We hope you found it of great use and that you are able to implement a lot of these wisdom’s into your business today.