How to Write a Strong Value Proposition, by Jill Konrath

A few weeks ago I sent out a newsletter announcing my new web site, Selling to Big Companies. The next day I received an email from a subscriber that said: "You did a good piece of selling in the email. I read all the way to the bottom, and I had NO intention of doing so when I glanced at it. You must know your stuff!"   While I enjoyed the compliment, what really surprised me was that it was from a professor in the Pharmacy Sciences Department of Midwestern university.

What in the world was a PhD doing reading a newsletter on selling? Being the curious (and nosy) person that I am, I emailed back and asked him why. Turns out that he and a colleague were starting a consulting practice.  And - they have one of the best value propositions I've heard in a long time.

But before I tell you what it is, let me define what that term means. A value proposition is a clear statement of the tangible results a customer gets from using your products or services.

"The more specific your value proposition is -- the better."

Most people and companies have lousy value propositions. They're weak - and I mean really weak. Often they're simply a description of the offering's features or capabilities. Or they're filled with self-aggrandizing puffery.

Here are a few examples of weak value propositions:

>> It's the most technologically advanced and robust system on the market.

>> We offer training classes in a wide variety of areas.

>> My product was rated the best-in-class by leading authorities.

So what?

That's exactly what potential customers ask when you communicate a weak value proposition. They've heard lines like that a zillion times -- and they don't believe you. Besides, you haven't said what's in it for them - and that's all customers care about.

With today's tight economy and overburdened decision makers, your value proposition needs to break through the clutter, which means you need a financially oriented value proposition that speaks to the real issues customers face. And, by including specific numbers or percentages you get the decision maker's attention even faster.

Now back to the two professors.
In researching various pharmacy benefit managers (the companies behind your prescription drug card), they found that some firms are much better deals than others. One of their clients switched to a plan they recommended and saved $800,000 in the first 6 months without reducing services to their employees.

Now that's a REALLY STRONG value proposition.

I can't imagine any Chief Financial Officer turning down an appointment with the two professors after hearing those figures.

Let me give you another example. A while back I was having lunch with the president of a $500 million division of a major corporation. She told me that if someone called her and said he could reduce her waste by just 1%, she'd meet with him immediately. Now a 1% saving seemed miniscule to me, so I asked her why. She told me that she knew exactly how much her company spent on waste - and it was a big chunk of change. Every penny she saved would go right to her bottom line as more profits.

Strong value propositions deliver tangible results like increased revenues, faster time to market, decreased costs, improved operational efficiency or market share. They reduce  employee turnover or boost customer retention.

"Documented success stories make you believable to prospective buyers. That's why the two professors have such a compelling value proposition."

So how does your value proposition look? Can you describe what you do in terms of tangible business results? Do you have documented success stories? Or do you need to do some work to enhance your value proposition?

If it's not strong enough yet, don't despair. Most people and companies have a much stronger value propossition than the one they actually communicate. They just get caught up describing "what" they make or "how" they do things. Here are two things you can do right now to enhance your value proposition:

1. Brainstorm with Your Colleagues.

Review your marketing material and what you say to customers to try to get their attention. If you're not talking tangible results, keep asking each other, "So what?"   So what if it's an efficient system?   So what if we have a replicable process? So what if it's high quality?

"By asking so what? over and over again, you'll get much closer to the real value you bring to customers. If you're a sole proprietor, do this exercise with group of other smalll business owners."

2. Talk to Your Customers. 

Your existing customers are your best resource to find out what value you bring. Tell your customer you need help understanding the real value of your offering and you'd like a chance to learn their perspective.

"Most people are scared to ask their customers about this. It took me awhile before I was willing to risk this, but what I learned was a real eye-opener."

Not only did it change my value proposition, but it also changed my offerings and self-perception. Don't let another day go by with a weak value proposition. A strong one literally opens the doors of major corporations for you, while a weak one keeps you on the outside.

Want more good ideas on how to crack into corporate  accounts and win big contracts? Download the 1st two chapters of Jill  Konrath's new book on Selling to Big Companies, at http://www.sellingtobigcompanies.com .

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