Your value proposition needs to be more than just a mind-numbing treatise of benefits. It must be relevant to your customers’ wants, desires, and needs.
When building a brick and mortar shop, you know the importance of “location, location, location.” And when constructing your value proposition, you must focus on “relevance, relevance, relevance.”
Why, you ask?
Because, a lot like beauty, “value” is in the eye of the beholder. Value to one target group can be quite different from another target group. The better you know your target group, the more relevant you can craft a value proposition that will appeal to them.
Say, for example, you have a brand-new product that you’re creating a value proposition for, and you start listing the benefits. One benefit is that it’s been known to stimulate chest hair growth on men.
But if you’re targeting this product to women between the ages of 18 to 35 as an eyelash and eyebrow enhancer, how is that benefit relevant to them? It’s obviously not.
Here are five ways to keep you focused on what’s most relevant to your target group when creating your value proposition:
1. Customer Centric. How well do you know your customers and prospects? Do you know what keeps them awake at night? Do you know what tickles their fancy? You need to know more than just the demographics like age, gender, income, and education. People tend to make buying decisions on an emotional level. Learn to tap into their emotions.
2. Language. Know the language your prospects and customers speak. Find out what words they respond to best. If you’re targeting a B2B audience of widget users, there is specific terminology they use when discussing how and why they use widgets in their work processes. Speak their language and you’ll get their attention.
3. Be specific. This goes hand-in-hand with point no. 2 above. In addition to using their language, be ultra specific. Anything vague or ambiguous casts doubt in your prospect’s mind. It’s not enough to say you’re the “best in class.” You need to specifically identify how and why you are known as the superior answer to your prospect’s problems.
4. Needs versus Desires. It’s not enough to know that a customer needs to buy a product or service. You must dig deeper and find out why they desire your particular product. What is it about your product that makes it stand out from the rest on the market? How can you translate that uniqueness into satisfying your customer’s desires?
5. Testimony. But not just any testimony. Use customer testimonials from those who are just like your target group. And make sure those testimonials are customer-centric. How did your service or product make their life or business better, easier, or more profitable? Make sure the testimonials use the language that your target audience responds to.
Keep these five tips in mind when creating your value proposition, and you’ll be well on your way to crafting a relevant pitch that resonates with your customers and prospects.
And if you need help sharpening your value proposition, Natural Training has resources and training programmes that can help you realise a winning sales strategy based on a solid and relevant value proposition. Call one of our experts today for a free consultation.
To get a FREE copy of our unique cheat sheet ‘The Natural Value Creator’, e-mail us
For a helpful reminder about the Difference between a Value Proposition and an Elevator Pitch CLICK HERE
Happy Selling everyone!