Executive Tips

Writing Effective Value Propositions

Value propositions convey compelling statements that differentiate your company from competitors to address customer needs.
 


To arm your sales force for success, here are some tips for crafting effective value propositions:
 


1. Know Your Customer

In order to better identify your customer's concerns and issues, do some homework:

• 
Title: What are their responsibilities in the company?

• Role: When it comes to purchasing solutions, what is their role in the decision-making process?

• Benefits: How do they expect to benefit from your solution(s)?


2. Introduce Your Value


Open your proposition with a statement of your customer's needs and a description of your value.


• Example: For contractors looking to stay abreast of industry trends and topics, Boscobel's monthly e-Tips deliver relevant content and helpful insights.


3. Differentiate Your Value


Follow your opening sentence with differentiators that position your value above the competition.


• Example: Unlike other e-mail resources, Boscobel's e-Tips are concise and backed by over 30 years of industry knowledge.


4. Share Your Value


Once complete, first share your proposition with internal audiences, partners and suppliers to acquaint them with the messaging before presenting it to potential customers. 
 


When you have a strong message platform to rely on, it's easier to establish your brand and maintain customer loyalty.

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