Getting Attention With Your Company’s Unique Value Proposition

Once your business has established its marketing message for your target audience, the next step to solidifying your marketing strategy is developing a unique value proposition.

A value proposition clearly describes why your target market should buy your company’s products and services. And it accomplishes that in one sentence. Sadly, B2B companies rarely develop this important marketing tool.

An effective unique value proposition includes one of the primary reasons why a prospect should buy from you. The magic of a truly effective value proposition is that it will snap your prospective customer out of the “everything’s going just fine and we don’t want to bother with a change now” mindset. When you can clearly express the significant advantage of your offering, you will get immediate attention.

Sales hype can be tough to generate in the B2B market, especially since businesses are numb to traditional sales spiels. Unlike B2C clients, businesses do not care about the number of years your company has been in business or why your products are better than the competition’s. They want to know why their business is going to benefit from purchasing what you have to sell.

Your potential customers need to see tangible proof that working with your company is going to benefit their business. Show them with real world numbers and percentages calculated from the success of your current clients. Using facts to back up your numbers will prove to other businesses that their sales can improve by buying from you.

Think about two possible value propositions for the same company:

1. “Our consulting services are designed to help your business save money.”

2. “We help companies improve operational efficiency and reduce corporate waste. One of our current customers was able to increase profits by $80,000 only one quarter after implementation.”

The first example sounds vague and uninteresting at best. Every company wants to save money, but the value proposition gives no specifics regarding what the result will be. It sounds like a zillion other “blah blah blah” sales calls. By using the second value proposition, you can drive home the specific impact that the business could experience by adopting your offering. After hearing figures like these, no sane chief financial officer can turn you away.

Ray Perry is an Internet marketing executive with more than 25 years of experience. He is the Chief Marketing Officer at Market Blazer, a small business marketing company and authorized Duct Tape Marketing coach. You can get more information about value propositions at www.MarketBlazer.com.