Revisiting Your Value Proposition
Periodically, I review my firm’s value proposition. Each time I do, it seems that there’s a great deal of room for improvement. In addition, if you have several sales themes---as I do—you may need to have several flavors of a Value Proposition.
You should think about your own Value Proposition since the energy industry and your business is changing. This typically creates a gap between your Value Proposition and your current mix of products and services.
In addition, client needs have changed, and a good Value Proposition should reflect what your clients are interested in buying.
Sources Worth Reviewing
You can go to Wikipedia or google for “value proposition” and get many “broad gauge” definitions from mass marketing gurus,, but I prefer to get definitions and comments from true, on-the-ground sales veterans/trainers. The two sources that resonate with me are:
1) Jill Konrath, whose book “Selling to Big Companies” is truly excellent, has a website at
In addition to general comments, she has two downloads for creating Value Propositions. You have to sign up for free emails to get to these downloads. They are well-worth the time to read.
2) the Rain Sales Training Group at: www.rainsalestraining.com.
A specific blog is: 3-rules-for-building-a-value-proposition
Some Definitions Worth Reviewing
Jill says in her book and in her download called “Irresistible Value Propositions”:
“A value proposition is a clear statement of the tangible results a customer gets from using your
products or services.
It is focused on outcomes, and stresses the business value of your offering.”
She also says “ Use your Value Proposition in your phone calls, emails, voicemails and presentations to help customers understand why it’s worth their time to meet with you. ”
Mike Schultz of the Rain Group says:
“the collection of reasons why a buyer buys; in essence, factors that affect whether they purchase, and from whom.”
But, he goes on to elaborate about the “3 legs of the value proposition stool.” It’s a little elaborate, but really makes sense from a sales rep point of view in trying adapt the value proposition to a specific client and product.
Where Does The Value Proposition Fit In The Sales Process?
In the beginning—in the sales planning phase when you decide on which firms you call on.
Jill makes the point that if your Value Proposition is a good one, it informs you as to what type of firm is the right customer and who will likely to respond to your Value Proposition.
I also think the value proposition is a good tool to use in discussions with your sales management about the firms they want you to penetrate, and whether your company’s Value Proposition actually fits the potential client.
Examples of Good Value Propositions
They should include metrics , e.g., reduce electricity costs by 20%, reduce your firm’s carbon footprint by 30% within 2 years.
These examples come from Jill’s “Value Proposition Generator,”, one of her website’s downloads.
Web Marketing Example: “We help retailers increase their online sales conversation rates up to 58% and their average order size by 25%.”
Sales Training Example: “We help companies crack into big accounts and shorten sales cycles. One of our recent clients had an 87% success rate in getting into the largest companies in the US.
Let Me Hear From You
If this blog has been of interest or if you have comments, drop me a note.
Please send along to others as appropriate.
Good Selling!
Charles
