Step by Step Guide to Writing your Value Proposition

Posted on 09/27/2017 in Value Selling Skills

A great value proposition is like a promise to your customer that you can help solve a problem for them.

Think about an upcoming sales call with a specific customer and a specific product or service that you want to sell to them.  Follow these steps to prepare your value proposition.  

  1. Identify your Sources of Value. List all the sources of value of your company, products, and services (other than price) that are most relevant for this customer and for this sales opportunity. 
  2. Identify your Competitor’s Sources of Value. List the competitive products or services your customer will be comparing you to. Identify what you can say to respond to the competition’s strengths and differentiators.  
  3. Identify your Value Differentiators. Identify which of your sources of value that will distinguish your product or service as superior to the competition.  Include sources of value that offer customization or post-sales support. These sources of value are your Value Differentiators. 
  4. Write your Value Proposition Statement. Now you are ready to incorporate all this information into a value proposition statement. Be sure to customize the value proposition statement and quantify the value for this customer.

A great value proposition is like a promise to your customer that you can help solve a problem for them.  Visit STAR’s Essential Selling Skills online Module 9 Selling on Value. The Essential Selling Skills 12-part series includes practical exercises, planning forms, and quizzes. 

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