Adding value is the number one thing companies and individuals can do to ensure success. It makes you stand out in the crowd, connecting is easier and value engenders customer loyalty. Why do so many value propositions read like cliches then? This presentation will help companies and individuals develop real value propositions.

1. Show Us
(Real) Value
Please!

2. If you’re in
business to serve
your customers…

3. Or working for a
company that
wants growth…

4. Or maybe just
updating your
LinkedIn profile to
move on - or -
move up?

5. Why should
anyone care?

6. Because you’re:
Trusted?
Client focused?
Results-driven?
Deliver great service?
In other words, the usual blah blah?

7. They probably won't
care about those
clichés…
…or they just won't
care enough!

8. Companies and individuals
on the move need a strong,
clear and convincing
value
proposition
in order to grow

9. If a solid value proposition is
fundamental for your success…

10. …then why do so many
still come up short?
^

11. I’m trusted
I’m client focused
I’m results-driven
I deliver great service

12. • If not, why use forgettable, generic or
corporate-type messages to try and
engage your best customers?
• And confusing what’s required from you
with what differentiates you doesn’t say
anything meaningful to customers and
prospects who are spoilt for choice.
Would you speak to your best
friends or spouse like that?

13. So you’re now going to leave your
value proposition to someone in
Marketing or PR, right?
•Cause those are the guys that
can do promotions…

14. Maybe not!
• Value propositions are not simply some
kind of promotional message - neither are
they your personal nor your corporate
brand promise – and they are not
positioning statements targeted to
personas
• Superficial profiling may lead your messaging
astray
• And using industry buzzwords will make your
message sound the same as everyone else’s

15. Your Value Proposition
•Answers questions like:
• What do we offer?
• How do we solve customers’
problems?
• What makes us different?
(So it is tied to brand positioning)

16. 1. Prospects should want to take notice
of your communications now (and in
the future)
2. They should buy from you and;
3. Ideally also motivate them to share
your proposition – of key importance
in an age where customers
increasingly define the brand
But value propositions should
also show the reasons why:

17. Show them what you do best
- Everyone else is taken
• Developing a competitively superior
value proposition is fundamental to
the success of your business model
• It will affect your core processes and
competences as a business - or key
skills as an individual
• Either way, it’s a strategic imperative
that you should personally address

18. Here’s 3 things
you can start
with…

19. What your
competition
offers
What you
offer
1./…
• There is no “quick fix” – so do the groundwork
and obtain the information you need
• You can’t be unique if you don’t know what
your competition is offering
Overlapping, or “me-too” offers dilute your
message….the more you’re undifferentiated,
or easy-to-substitute, the more customers
can do without you, or will just opt for the
current best price offered in the market.

20. What you
offer
2./…
• You can offer a ton of features; only those that
your customers’ care about actually count
• You want clarity on what your target audiences
need, want, desire and value ( I wish my medical
aid would get this).
What your
customers
wantYour value is defined only by the offers
that customers care about. If they don’t
need or want what you offer, you’re not
important to them. No
value
Value

21. What your
competition
offers
What you
offer
3./…
• Then put your findings together…
What your
customers
want
Your unique value to customers lies in:
1. What they actually need, want or
value that you can deliver;
2. In areas where your competitors are
not adequately delivering to them
right now

22. Summary
• What are your competitors’ value propositions?
• Rate yourself and your competitors on how you
solve your customers’ problems
• Don’t do this alone. Enlist the opinions of
stakeholders: your team, your boss or a few trusted
customers – whoever can best help you uncover
important information
• After this, focus on your core competency: this
is your single unique differentiator that has the
most compelling value for your customers

23. From here:
• Use what you have learned to construct
your value proposition
• Create a compelling and differentiated offering
around your core competency that will set you
apart from your competitors in the minds of your
customers.
• Customers must easily understand and be able
respond to your proposition
• Satisfy this in as few words as possible.
• Appeal to their strongest decision-making drivers!

24. Last but not least:
Messaging and delivery
• What are your key messages around your
VP and how will you use these?
• For example, prospects may not be ready to hear
your value proposition – addressing the question
“why you?” – because they first need to
understand “why should I change.”
• And of course, you must be able to deliver
on your promises too
• Focus on the improving your capabilities and
processes that will most help to create the value
that your key customers and prospects will want

25. Thanks for viewing this!
Get in touch with me: doug@aarondev.co.za