Jill Konrath emphasizes that a strong value proposition is crucial for effective selling, focusing on specific outcomes that customers can achieve with a product or service. The document outlines key components of a powerful value proposition: a clear business driver, movement, and specific metrics that differentiate a company from competitors. By utilizing these elements, sales professionals can spark curiosity and prompt potential clients to engage with their offerings.

1. Crafting Powerful
Value Propositions
JILL KONRATH
Author | Speaker | Strategist

2. Jill Konrath

3. If you don’t have a strong,
customer-enticing value
proposition, it’s tough to sell.

4. But what
exactly is
a value
proposition?

5. Lots of people think that a value
proposition is information about their
company, product or service.

6. That’s
boring!

7. A value proposition is also not a
glowing description of your unique
services, passion for excellence or
leading-edge technology.

8. That’s a
yawner too!

9. A value proposition
is a clear statement
about the outcomes
that an individual or
an organization can
realize from using
your product,
service or solution.

10. The key word is
OUTCOMES!

11. So let me ask you this:
Have you talked to your clients
about the results they get when
using your offering?
You need to! What you learn
will help you sell.

12. Of course, you
don’t have to.
But without
knowing these
outcomes, you’ll
have a hard
time setting up
meetings.

13. Because strong
value propositions
jolt your prospects
out of their
complacency with
the status quo.

14. And they pique
your prospect’s
curiosity about
what’s possible.

15. Which is important
because this is your
biggest competitor.

16. Especially since making any
change is more work for your
already stressed out prospect.

17. You have
to give them
a really good
reason to
take action.

18. So what makes
a value proposition
powerful & effective?
The best ones include
these 3 components:
• Business driver
• Movement
• Metrics

19. A business driver is related to
an important objective that your
prospects are measured on.

20. Here are some examples…
• Profitability • Quality
• Turnaround time • Returns
• Cost of goods sold • Reviews
• • Turnover
Productivity
• New clients
• Speed to market
• Costs
• Revenue
• Customer satisfaction

21. But don’t say, “We can
reduce cost” or “We can
increase your sales.”
Your prospects have
heard that a million times
… so you lose credibility.

22. Worst of all, it
makes you look
like another
product-pushing
peddler.

23. The best business drivers
are very specific.

24. Instead of using broad terms like
“sales” in your value proposition,
use more specific terms such as:
• Sales velocity
• Sales conversion rates
• Call-to-appointment ratios
• High quality leads
• Sales per customer
• Sales of more profitable products

25. See the
Difference?
Being specific makes
you stand out from
your competitors.
And, you sound like
you can make a real
impact in an area that
your prospects are
concerned about.

26. Value Propositions Have Movement Too

27. Because people only
change if a new option is
better than the status quo
and can positively impact
their key business drivers.

28. “Movement” words like these
belong in value propositions:
Eliminate Speed Up Raise
Minimize Decrease Cut
Shrink Increase Maximize

29. Strong Value Propositions
Have Metrics Too
Dollars/Euros Time frames Percentages

30. And the best
metrics are also
very specific.
To your prospects,
19.7% is much
more believable
than 20%.

31. Ready for some
examples?

32. Typical Value Proposition
We create high quality, affordable
websites for companies who do
business online.
Web Marketing Firm

33. …and your prospects
delete you in a nanosecond.

34. Same Company,
Stronger Value Proposition
Example 1: We help retailers
increase their online conversion
rates by up to 58%.
Example 2: In our work with
online retailers, we typically
increase average order size
between 22 - 37%.

35. Typical Value Proposition
Our leading edge systems allow you to
capture, manage and share paper
documents digitally.
Document Management Company

36. Same Company,
Stronger Value Proposition
Example 1: We help distributors reduce
their order-to-cash processing costs by
an average of 67.2% at the same time
they increased customer satisfaction.
Example 2: In our work with similar-
sized firms, they’ve been able to save
between $3-5000/month.

37. Prospects who hear these
stronger value propositions say,
Ooh. That’s interesting.
I’d like to learn more.

38. Which is exactly what
you want them to say!

39. Their curiosity is
piqued. They’re
interested in what
you can do for them.
And, you’ve
created a fresh, new
opportunity.

40. Once you’ve clarified your value
proposition, you can use it in your:
• Voicemails
• Email messages
• Conversations
• Presentations
• Proposals
In short, in every customer
interaction.

41. You’ll be
amazed at the
difference
a strong value
proposition
makes in your
sales results!

42. Want to learn how to use
your value proposition for
maximum impact?
Download my Free
Value Proposition Tool Kit Now
http://bit.ly/vp-kit