Tag: Unique Selling Proposition (USP)

How To Create An Effective & Unique Value Proposition In 5 Steps

Uncategorized

Creating a value proposition is the best way to communicate how you are different from your competitors in a concise way that matters to customers. Pretty simple, at least in theory. At Scorecard Sales, we believe that mastering Strategic Value Propositions is the key to rising above the noise. A lot of us exist in a vast sea of competitors where (let’s face it) 50 – 70% of what we do someone else can do. Most of that is based on your products and services as well as other things that you care about such as quality and customer care. Think about pizza for a moment. You have several places to choose from when you want a slice of pizza with options from local family owned restaurants to national franchises. And let’s face it, pizza is pizza, right? Maybe, but everyone has an opinion about who’s pizza is the best and who’s pizza you would choose last. Not all of this is based on the pizza itself either. Location, meal deals, delivery, specialties, price, etc. All of you have your favorite pizza place and if you took the time to think about it, you could create their unique value proposition. In other words, why this place instead of anything else. You need to do the same thing with your company and the products and services that are offered.  You need to do the same thing with your company and the products and services that are offered by utilizing our Integrative Sales Improvement Process.

digital transformation dashboard illustrating the revolution of sales training through real-time data analytics, performance growth trends, and measurable ROI metrics

A unique value proposition isn’t just about what makes you different, it’s about what makes you different that matters to your customers. If you only have limited time and dollars to share your message, you have to really hone in on what will really make them want to buy from you, a skill we refine in Sales Methods Mastery. Creating Strategic Value Propositions winds up being a lot harder than it sounds once you start to cut the fat away from your sales pitch, so how can we create an effective one? If you focus on this 5-step process through professional sales coaching, you can create something very powerful while standing out from your competitors.

 

  • Unique Product/ Service -Is there something that you are known for (almost) exclusively? If customers find it valuable then you have a headstart, which we explore in our sales training courses. In the event that you don’t, like the pizza example, don’t despair. We still have 4 steps to go to discover what is great and valuable about what you sell.
  • Unique Markets –Do you specialize with any particular group that most other competitors ignore? If so, then this is another good headstart. If you don’t have a unique market, fear not, because the next steps in our sales process improvement web tools are the most crucial for success.
  • Why do your current customers choose you over your competitors? – This is where it gets fun. Instead of trying to figure out your unique value proposition, chances are your current customers will tell you, but you have to go deep. This deep-dive analysis is part of our specialized services. Answers such as quality and service are shallow to potential new customers, so find out specifically what they value, like location or ease of use.
  • Why do your customers remain loyal? – This is different than step #3 because we want to understand why customers keep coming back. This is different from the first time they choose to do business with you. What keeps them coming back. It most certainly has to be something that your competitors aren’t doing otherwise you would have a much harder time keeping them loyal. Again, just ask your customers and they will tell you.

 

  • What will your customers gain by working with you? – There is always something that makes you different from your competitors. Were it not true you would soon cease to exist. Sometimes it is something as simple as location or access and you can’t underestimate the simple things. Again, if you are not sure, just ask your customers and they will tell you what they gained. This discovery is the heart of the Integrative Sales Improvement Process, helping you discover yet another valued differentiator.

What Is A Unique Value Proposition? Is It important in Sales?

Sales Messaging

When you hear the term ‘value proposition’, you start to tune out the conversation because you feel like you just picked up on a managerial buzzword and you’re pretty sure where this discussion is heading. It’s just another way to talk about our elevator pitch. Clearly we could spend our time talking about something more important than a value proposition. Great quality, price, awesome customer service; that’s where this is all going to go. But what is a value proposition anyway? State simple, it is a concise statement that communicates the unique features of what you sell that actually matters to a customer. The two important words here are ‘unique’ and ‘matters’ and these are also the most difficult for salespeople to figure out and communicate. At Scorecard Sales, we help teams master Value Proposition Strategies so they can move beyond generic pitches and start winning on substance.

I agree that the term ‘value proposition’ feels stale anymore, but it is sorely overlooked and dismissed by salespeople which means they are missing both the point and the opportunity. Salespeople naturally default to price, quality and service when they present their sale thinking those are really the only things the customers are concerned about. The only problem is that your competitors are touting those very same things and, in the end, it’s only going to come down to price if those are the only 3 things you discuss. This is a common pitfall we address in our Integrative Sales Improvement Process. In other words, it is not unique but rather a baseline expectation of your customer. The value proposition is your opportunity to set yourself apart from the customers options in a way that matters to them.

An educational blueprint for a sales training curriculum showing the progression from foundational modules to advanced selling techniques

Sure, you can sprinkle in hints of quality and service, but that usually won’t be memorable to a customer. The value proposition is your chance to connect with customers in a meaningful way that marginalizes your competitor to the point where they can and will become irrelevant, a skill taught in Sales Methods Mastery. Here are the top 5 reasons why a value proposition is important to both you and the customer. 

 

Distinguishing – What sets you apart from your competitors that (and here’s the trick) is something that few, if any of your competitors can claim? Your value proposition needs to set you apart from everyone else, which is why professional sales coaching focuses so heavily on individual differentiation.

 

Memorable – If your value proposition matters to your customer, that it will be something they remember. It is not easy for salespeople to be remembered (at least for good reasons) but a good value proposition will do that for you. Our sales training courses emphasize creating lasting impressions that stick long after the meeting ends.

 

Clarity – Customers should easily understand that what is unique about you is also beneficial to them. It lets them know that you are speaking the same language that they are and will have them more interested in what you offer. 

 

Competitive advantage –If the value proposition is unique and it matters, that means you have a competitive advantage and you will have not only a better marketing position but also better profits. These types of Value Proposition Strategies are central to the specialized services we provide to high-growth firms.

 

Alignment –A strong value proposition can unify a sales team and they will go out into the market with a consistent message. This creates a powerful salesforce that attracts news customers and closes more deals efficiently. If you’re ready to align your team, request a quote for a messaging workshop today.