Jill Konrath


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Value Proposition Examples - Words That Get Meetings


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:

Value Proposition Example"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."

Here is my response:

"You're right Jay. For the most part, "reducing stress" doesn't excite most corporate decision makers. You need to start thinking differently about the value of your services. 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."

One of the biggest reasons businesses struggle in today’s market is because they have weak value propositions. Over and over again, I hear people who sell deliver ineffective statements about the value customers get from working with their organization. It doesn’t matter if these sellers are from big companies, small firms, or are independent professionals. They just aren’t saying things that get prospective buyers to say, “Come on in. We need to meet.”

And the worst thing is that many of the products or services these people sell have extremely high value to corporate accounts! But their failure to articulate it in words that appeal to corporate decision makers is their downfall. Instead, they limp along trying to drive sales but unable to even get in the door.

A strong value proposition is specific, often citing numbers or percentages. It may include a quick synopsis of your work with similar customers as a proof source and demonstration of your capability.

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.

Here is an example of a good value proposition:

“We help large companies reduce the cost of their employee benefits programs without impacting benefit levels. With the spiraling costs of health care today, this is a critical issue for most businesses. One of our recent clients, a large manufacturing company similar to yours, was struggling with how to reduce spending in this area. We saved them over $800,000 in just six months. Plus, they didn’t cut any services to their employees, nor did their employees have to pay more.”

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.

For more details on how to create value propositions that are highly attractive to your customers, you can download my free Value Proposition Kit now.

Jill KonrathJill Konrath is an internationally recognized sales strategist. As author of two bestselling books, SNAP Selling and Selling to Big Companies, she's a frequent speaker at sales meetings and conferences. For more fresh ideas, download her free Prospecting Toolkit.


Jill -  
So true. You cannot get away with being the biggest, the fastest, the oldest, etc., and expect to get anyone's attention. 
A clear statement of the tangible results you can help them produce. Absolutely! 
Posted @ Thursday, January 24, 2013 8:06 AM by Marc Zazeela
Just my opinion. When we have competitors, means we copy and paste businesses. The more competitors we have, the heavier the copy and paste. Regardless of we copy other people or other people copy us. 
What if we have ideas that disrupt the whole industry? We will not have competitors at all. This is where creativity comes in. 
The best example is iPhone and iPad. Both devices disrupted the whole IT industry. My point is, when we develop our USP (unique selling point), we have to think big. Not only beat competitors but think of disrupting the whole industry. Once we developed this mindset, you will have no problem to disrupt in any industry.
Posted @ Sunday, January 27, 2013 10:50 PM by Kent
Now that's an excellent example of value proposition right there, Jill. Perhaps Jay, the massage therapy owner can learn a thing or two from there. 
www.52techniques.com - Sales tips from a business development Expert 
Posted @ Tuesday, April 02, 2013 1:42 AM by Antoine Martiano
Mack Hanan's simple and focused assessment of what questions the buyer has are in regards to incremental profit. (1) How much? (2) How soon? (3) How sure? Weak value propositions do not answer these questions for the buyer and the go into the "so what" file. Great info Jill...keep the concise and useful tips coming. Have a great day!
Posted @ Friday, May 24, 2013 11:28 AM by Dennis Gehler
The excercise of creating a UVP is a great example of a relatively easy fix that can achieve real results. I would suggest that you can learn a lot about UVPs from a lizard. http://bit.ly/13N2Kzw
Posted @ Friday, May 24, 2013 11:30 AM by charles warnock
Jill, I'm a big fan, I love and have used your information religiously. In addition to numbers, stats, hard savings, I think it's also important to include as a leave-behind (when they ask to leave some literature)existing customer references that specifically spell out how you helped them, not "oh, he/she is a great guy", and white papers and case studies. Walk the walk, show them what you have done for others. In many cases, these prospects may have worked at one of the companies and moved, and they may know these people. I have won more business by referrals than I have by leaving company brochures! 
Posted @ Monday, August 05, 2013 12:50 PM by Pat McNally
Jill, do you think it is also a good idea to break the value proposition up into easy to digest segments (headline, sub headline, bullet statements, image)?
Posted @ Monday, August 19, 2013 7:24 PM by Quinton
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