Design a value proposition that will differentiate you from your competition and win you new customers

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Making The Difference
Designing a winning Value Proposition
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2. © Business Growth Unlimited. Version 1.0
Introduction
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So, What is a Value Proposition?
• Your promise of value delivered
• How you will solve your customer’s pains
• ..or improve their situation (gains)
• Explains why they should buy from you.
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So, What is a Value Proposition?
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Exercise
Make a list of some of the pains your customers
are experiencing
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Exercise
What is it that you, uniquely, can do to take the
pain away?
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So, What is a Value Proposition?
• Clearly written in layman’s language
• Website landing pages
• Sales collateral
• Business cards
• Everything
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What makes a good proposition?
• Clarity
• Tells the customer the key results they will get
from buying from you
• Explains how you are different
• Avoids hype
• Read and understood in seconds
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Example
“Revenue focussed marketing automation and
sales effectiveness solutions unleash collaboration
throughout the sales cycle”
Key Test:
You should be able to explain your VP to a friend
and demonstrate the benefits in two minutes
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A good Value Proposition includes
• A simple single sentence stating the end-benefit
• Two or three sentences explaining what you do
and why it’s useful
• Three bullets to link benefits and features
• Hero shot or video
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Avoid
• A VP is not a slogan or catch phrase
• “Because you’re worth it”
• A VP is not a positioning statement
• “The world’s no 1 bandage. Heals the wound fast,
heals the hurt faster”
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So, What is a Value Proposition?
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Exercise
Write your Value Proposition Headline. A single,
clear sentence explaining how you will take away
the pain.
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Contact me now
Martin Parry
07595 821981
Martin.parry@bgu.uk.com
www.businessgrowthunlimited.com
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