Why is a Value Proposition so Important?
What is a value proposition? Why is it important? It's a concise statement of the tangible business value that companies get from using your product or service. It's the outcome of using your offering – not what your offering is.
I train sales staff. Organizations typically don't care about training. But, when I work with staff, I help them with new client acquisition and faster sales cycles. That's what they get from my training - and that's a great reason to engage me.
So, your challenge is to figure out what your outcomes are. Here's a tip. Every value proposition has three components:
Focused on a business objective that someone is measured on.
Has movement. No one wants to just switch vendors. They do it because sales increase, costs decrease, efficiency improves.
The best ones have metrics. For example, I can tell my audience that one of my clients was able to set up meetings with 79% of their targeted national accounts after working with me.
That kind of stuff is impressive.
So why is this so important? Because strong value propositions are the main reason that someone will want to meet with you. They pique curiosity and open doors.
