Principles of marketing/PMKT102/Value proposition lifecycle/Video signpost

A value proposition answers your prospect's question: "What value will I realize if I do business with you?"

A vast majority of sales people and business owners answer this question by providing a rundown of their business qualifications:


 * We serve over 150 customers just like you
 * We've been in business for 15 years
 * Our staff of 22 are all very bright and highly committed to serving our customers

As interesting as those pieces of information may be, they're from the perspective of the seller and do not make it clear to the buyer how they will benefit.

The world of business is fast paced and full of options. As a result, decision makers strive to get a high return from WHATEVER or WHOMEVER they decide to spend their time with.

If your goal is to become a PART of their business conversation, then you need to be prepared to take advantage of the opportunity by being able to deliver a BRIEF, DIRECT, and to the POINT value proposition. And, you need to ensure that your approach emanates from the perspective of your PROSPECT or CUSTOMER.