Okay, so you have all your marketing materials and advertisements happening around town, in the newspaper, on TV, in the Yellow Pages etc.

It goes something like…

Great Gizmo’s Company – widgets and gadgets just for you!
The only kind of widget and gadget you will ever need.
Call us today. We offer the most technologically advanced widgets on the market.

Excuse me, but SO WHAT?

I‘m a potential business-to-business customer, what’s is in this for me or anyone else – because that’s all customers care about. We’re looking for value here..

In today’s tight market, you need to have a strong value proposition to attract potential customers – something that has instant meaning and gets their attention.

A Value Proposition

This is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.

Here are some sad value propositions:

• It’s the most technologically advanced on the market. We improve staff communication and morale.
• We offer training classes in a wide variety of areas.
• Our product won the annual award for…

And again.. So what?

That’s just what most customers think when you offer a weak value proposition.

So in the business-to-business market especially, you need a financially oriented value proposition that addresses the critical issues they’re facing now. And, by including numbers or percentages, you get the decision maker’s attention even faster.

Strong value propositions deliver tangible results like:

• Increased revenues
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Increased market share
• Decreased employee turnover
• Improved customer retention levels

Documented success stories make you believable to prospective buyers. Add those in too wherever you can.

Does your marketing and advertising just describe ‘what‘ you make or ‘how‘ you do things? Do you need to do some work on your value proposition?

Here are some tips to get you started…

1. Brainstorm with Your Colleagues

Look at your marketing material, your ads etc and what you say to potential customers. If you’re not talking tangible results, keep asking each other… “So what?”

• So what if it is an efficient widget?
• So what if we have the best technology?
• So what if it’s high quality?

Ask this question over and over again and you’ll get much closer to the real value you bring to customers. Then you will get their attention!

2. Talk to Your Customers

Most people are scared to ask their customers but they are your best resource to uncover your true value. Tell them you need help understanding the real value of your offering, and you’d like a chance to learn their perspective.

Don’t let another day go by with a weak value proposition, it can cost you so much!

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