What's a value proposition – and why is it important? It's a clear 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.
For example, I do training. No one cares about training. But, when I work with my clients, I help them with new client acquisition and faster sales cycles. That's what they get from my training programs – and that's the ONLY reason people hire 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 easily tell my prospects 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.
For more information about how to write value propositions, get my free Value Proposition Kit.