4/23/2025-Weaponize your value prop (VP)

Daily Quote

“A unique selling proposition is no longer enough. Without a unique selling talent, it may die.” Bill Bernbach

SKILL

Your VP is a utility knife.

It can be used to get meetings.

It can help you effectively open and close meetings.

It can be inserted strategically into any thread to remind buyers of the why.

And, of course, it can help you close business!

If you’re not using your VP in every customer interaction, it might mean you don’t buy into it and/or it’s not packaged right. Either way, you need a utility knife, so you must figure out a way to use it more …and better.

If the thought of practicing your VP isn’t appealing, it might be because you feel your VP isn’t constructed for street use. That happens…not all VPs are ready-made and perfect.

But don’t wait for script revisions from your organization; take matters into your own hands and ask your manager to help you create versions that work for you and your customers.

The risk of not proactively working on your VP is that you’ll continue talking too much about features in your pitch meetings.

OOMPH

This vintage training video from the UK about benefit selling illustrates the wrong way to do it: all features and no value.

Its tone couldn’t be drier and more outlandish, yet it reinforces the need to tell the customer precisely what’s in it for them.

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4/23/2025-Weaponize your value prop (VP)

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