Hard work, the strength of your product portfolio, the support you offer, and customer relationships have made your business what it is today. Perhaps this can be said for most resellers. But what can set your business apart are a carefully defined value proposition and an understanding of why the unique differentiators it contains matter most to your target customers.


The average customer receives up to 300,000 “messages” per day from vendors and others—ads, emails, phone calls—vying for his or her attention. Add to that the rise in alternative channels and it becomes increasingly challenging for channel partners who rely on great technology and responsiveness to rise above the noise.


Capturing the attention of business prospects begins with a clear value proposition. Businesses will invest their time, trust, and ultimately their money if they grasp the value you bring to the table. A compelling value proposition is:


• Targeted at the customer’s real or latent needs
• Highly relevant
• Compelling enough to drive action
• Credible and supported by evidence


Crafting this type of a value proposition requires introspection, time, research, and outside advisement. The intended return on investment is increased revenue and shorter sales cycles.


To develop a winning value proposition, you have to understand the real needs of your target market, not simply the ones that would be most profitable for you to address. By doing so, you may identify a need for bolstering certain specializations or areas of your business operations. Listen to your customers too. While it sounds basic, the simple act of talking to your customers regarding their future needs, directions, and pain points can provide great insight. Also leverage third-party research and online surveys to supplement your understanding of the market’s perception of competitors, the value of their solutions, and customer buying patterns.


Once you’ve completed these steps, you’re ready to craft a value proposition that is concise yet complete and does not rely on overused buzz words. Here are some key elements it should address:


• For who is the product or service designed? (Describe your target audience.)
• What does this audience need/want? (Describe the customer issue you solve.)
• What is your core offering? (Insert what you do/sell.)
• Which provides? (Describe your solution to the issue.)
• Unlike? (Name your competitor.)
• Your offer? (Specify a key differentiator that sets you apart from that competition.)
• Your evidence or proof? (Validate your statement through proof of expertise, number of years in business, customer testimonials, and the like.)


Can you provide customer examples and testimonials that support your claims and demonstrate the value your offering brings to customers? The real test is whether any of your competitors could use the same value proposition.


While the overall message that is communicated to the market should be consistent across all marketing programs, materials, and sales activities, the specific value proposition for each customer needs to be customized around the company’s needs.


Winning today takes more than ever before, which is why your company’s core message must communicate as best as possible what makes you relevant to your desired customer. Then add your hard work, the strength of your product portfolio, support, and customer relationships and you are positioned to win!


JENNIFER VESSELS is CEO of Next Step (http://www.nextstepgrowth.com), a consulting services and training company in Redwood City, Calif., that helps growing organizations maximize market success and revenue growth. Jennifer can be contacted at .

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