1. Your Ultimate Value Proposition (UVP)
Win more customers that are NOT SIMPLY BUYING ON PRICE!
NOT ALL WILL EVEN MENTION ROI, savings or profits.
Customer survey results that came back:
 Trust
 Reliable
 Peaceful
 Organized
 Accessible
 Single point of contact, a phone call away
 Respected leader
 i.e., “How do you make them Feel?”
What is your product or company’s Value Proposition?
What Question does your UVP answer?
How did you arrive at your Value Proposition?
What do your customers say about why they buy from you?
What are the components of value that you emphasize in your value proposition?
Some symptoms of a poor or non-existent UVP are:
1. Product revenue targets that keep getting missed;
2. A rocky product launch despite great effort expended;
3. Complaints from the sales team that marketing isn’t generating the correct prospects;
4. Pricing wars to win customers;
5. Sales cycles that are longer than they should be;
6. Salespeople having difficulty getting appointments;
7. Marketing materials that list features and photos but don’t create an ‘Aha;’
8. Sales, marketing, product management and engineering have different ideas of what your
UVP is.
For service businesses
-level appointments with decision makers due to confusion about
what you do
→ A lack of focus in engagements and client work, since you may try to be all things to all
men
methodologies that would benefit your prospective customers
market with money to spend’ this year
LinkedIn Profile
FACTOID: If you haven’t struggled to develop a UVP or invested time specifically to do so, you
probably don’t have one.
DIAGNOSTIC: What symptoms of UVP sickness / issues do you see in your company, product line
or service?

2. UVP No-No’s
1. Not having one
2. Borrowing someone else’s because it sounds good
3. Developing yours by repeating what your competitors say, for fear customers will think they
have something you don’t
4. Listing features and calling it a value proposition
5. Including your competition in the wording
6. Letting the sales force do it
7. Developing marketing materials and sales tools before you have one
8. Doing it without including your existing customers
9. Making it a winding 5-minute monologue, instead of a 20-second capsule
10. Not refining your value proposition as you learn from the marketplace & customers.
DIAGNOSTIC: Do you see any of the above UVP No--No’s in your company? Which ones?
What is ‘Value?’
→ In the customer’s eyes
→ Varies according to customers, segments and timing
DIAGNOSTIC: What do your customers value? How do you know?
What is a Value Proposition?
→ Short
→ Specific
→ In the customer’s language
→ Passes the ‘Seat of the Pants’ Test
A value proposition is a clear statement of how your product or service:
1. Solves a customer’s business problem
2. Delivers some business benefit, or
3. Improves their situation
…presented in a simple, compelling way that moves a prospective customer to take action,
engage in further discussions or buying activity with you.
DIAGNOSTIC: Do you have a Value Proposition? What is it?
What Primary Question Does a Value Proposition Answer?
A UVP answers the most important question anyone can ask you about your product, service or
business. It's THE question that your customers are asking every day:
‘Why should I do business with you, instead of choosing another similar product or solution
– or any other option available to me, including the option of doing nothing at all?’
DIAGNOSTIC: Does your UVP, website, product marketing material or sales toolset or
LinkedIn Profile Summary answer the principle question a UVP should? If not, what do you think
needs to change or be emphasized?