Compelling Value Proposition
At JA Consulting developing our updated value proposition is a hot topic—literally and figuratively—as we prepare to enter new markets. The heart of the challenge? A compelling value proposition is all about how your client perceives value, not how you do.
Case in point: When my cycling buddy called last weekend to invite me out for a ride, I surprised him by saying no. I never turn down a ride… so why this time?
Simple answer: It was too hot, and a cold beer sounded far more appealing.
The point? Just like me choosing shade and refreshment over a tough ride, customers make decisions based on what they value at that moment, not what you assume they should.
Three questions to answer
Many businesses struggle to clearly articulate why a customer should choose them. A strong value proposition answers this in plain terms:
- Why should a customer select you?
- What problem do you solve that others can’t?
- How does the customer perceive that value?
Value proposition frameworks
There are many countless frameworks out there – from Michael Porter’s Value Chain to Michael Skok’s Pain Framework – but I like to keep it simple and actionable. I use Steve Blank’s formula:
Becoming a better listener will help you demonstrate that you care about your client or customer and their issues. Next time you are on the phone or in a meeting, ask yourself ‘Am I REALLY listening?’
And a final thought
At JA Consulting we help businesses and individuals take the theory of selling and put it into practice. We’re here to help you learn how to spot and grow business opportunities, how to develop strong and transferable selling skills and how to generate robust account management. To find out more, talk to us, our team is waiting and ready to help.
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