What is Your Company’s Value Proposition?

Value Proposition | Unique Selling Proposition | Competitive Advantage

Defining the benefits your company provides to your customers

Your company’s Value Proposition are the reasons why you are in business. It focuses on the value you bring to your customer. What do you do better than everyone else? Or better yet, from your customer’s perspective, “What’s in it for them?”.

The last phrase asks you to put yourself in your customers shoes. Why should they give your company the time of the day? What makes your operation special and attractive to someone seeking help with a problem or desire?

Does your solution to a prospective customer make more sense to them then your competitors’ offerings? If so, tell them. Tell them how and why you do things that will make their lives’ better, easier, or economical.

If you’re a contractor, what have you learned in both your trade and business operations that sets you apart from other contractors out there? How does your system solve a client’s desired outcome better then the way it is usually done?

And why do we care about writing out your company value proposition? Because it gives you direction and motivation to continually provide and improve your customers lives.

It gives you marketing guidance. It gives your business distinction and a compass bearing. It gives you an ideology to inspire your employees to perform at their best for the benefit of the client and encourages personal pride in every job.

In marketing, you define who will use your services. You get a picture of the audience you want to hear your message and hire your company. So having a clear message of value to this target audience becomes clear.

Here are a few stand-ins for a Value Proposition to give you hints of the usefulness of this concept:

• Unique Selling Proposition
• Competitive advantage
• Compelling reason to buy
• Distinguishing feature
• Promise of value

Here are some tips for creating good value proposition statements for your company’s unique competitive advantage. The first step is to identify your customer’s – and your prospective customer’s – needs and desires that you are equipped to handle.

1. Customer Survey – Please pay close attention to what you learn from your prospects and customers. Listening is your best tools to learn what concerns your prospects and customers face that you can later use. Learn from them and then address these concerns in your marketing efforts.
2. Map the Customer Journey – Visualize the steps that your customers take before, during and after the purchase. Identify any areas of trouble they encounter. Address these beforehand in your marketing efforts. Alleviate their pain points by addressing them up front.
3. Social Media – Another good place to listen. Join relevant forums look for problems that you can address. Engage followers through your business profiles on Google, Facebook, and other platforms. Encourage interaction. And pay attention to the replies.

Here are a few more tips to help you generate value statements that garner attention from you audience.

• Be clear in your language. Don’t use clever language. Avoid professional jargon. Remember, your goal is to convert more prospects into customers.
• Use the type of language your ideal customer uses. Speak directly to them with respect.
• Be different than your competitors. Don’t rehash the same old tired claims. State where you are unique.
• Keep these statements short, like 1-2 sentences. These statements will be used as headlines and subheadline on your websites and social media business pages.
• Support these statements with visual imagery and design elements.
• Call to Action – Don’t forget to invite the customer to take the next step.

Contact CharleyBlue Designs and let’s get busy incorporating your company’s value proposition into your marketing channels. We take on your website design and hosting so you can keep getting more happy customers demanding your services.
We have compiled a few relevant resources if you would like to dig deeper into this important aspect of managing a business.

Value Proposition Resources

From: The Balance Small Business – Market Planning topics

“Be precise. Your customers have specific needs; your value proposition should offer targeted solutions”

“It is about your customer, not you. Your value proposition should discuss only what matters to your customers and the value you can bring to them.”

“Value comes in numerous forms. Money, time, convenience and superior service are a few of the ways you can help deliver value to your customers.”

Cite: How to Write a Business Plan “Concept and Value Proposition” Section

“How to Write a Business Plan “Concept and Value Proposition” Section”

“Demographic segmentation focuses on features such as gender, race, and age.”

“Demographic segmentation focuses on features such as gender, race, and age.”

“Psychographic segmentation that considers attributes relating to personality, values, attitudes, interests, or lifestyles, such as being an active runner or a Republican.”

Cite: Understanding and Defining a Target Market

From: The Small Business Administration – SBA Resources

Market research and competitive analysis

Marketing and sales

From: America’s Small Business Development Centers – Nevada

BUSINESS PLANS: The Blueprint, The Action Plan, The Capital Plan What is the PURPOSE of your plan?