2/27/2024-Value Proposition

Your VP is a weapon that should require a permit to use. Do you use it as such? That would mean you wield it like a sword to differentiate your company and offering.

If your voice subtly fades every time you deliver your company’s value proposition, it might mean you’re not buying the words.

And if you see through the words, your customer does too. Worse yet, you won’t use the words and trot out your VP if you don’t buy in.

Often, VPs get handed to us by marketing or enablement folk who don’t have to regularly speak the words to customers.

What you need is messaging written for human being consumption.

If you are struggling with your company’s value prop, run fast to your manager. You either need help framing the existing corporatized script into language you can use, or you need new messaging.

You can help! Today, be part of the solution by writing three value prop points you think are relevant to your customers.

Bring your VP pillars to your manager to encourage a productive discussion about making the VP more real.

The goal is to get you comfortable with the VP so that you’ll use it actively in your pitch meetings.

If you work for a company that has created a cogent, smart, relevant messaging script that accurately (and succinctly) summarizes your offering value, congrats.

A sturdy value prop is the anchor tool for every seller.

Odds are, however, that you don’t have what was described above. But that’s okay because you can help create a VP that works for you and your customers.

Your full version VP – or a truncated version – can be used in many different ways to help your selling. Try these on for size:

1. When appealing for a meeting.

2. When differentiating your value versus a competitor.

3. To combat objections.

4. When business is going south…or you’re trying to save an order. Or…

5. When you’re trying to close a deal.

Open your mind to the many diverse selling situations that call for you to use your VP, and you’ll help the buyer appreciate why they should do business with you.

Watch the first 2 minutes of this Shark Tank scene, and thank the stars you don’t have to make a similar pitch.

As you’ll see, breaking down doors is hard, both figuratively and literally. (Poor dude almost broke his leg.)

If crafted right, your value prop can open doors for you and give you benefit pillars you can hit repeatedly throughout customer interactions.

https://www.youtube.com/watch?v=D83MdEeYe6g