Make Your Value Proposition Work for You - How to Use it More Effectively

Written by Darren Smith

How many times has someone asked you the question: "So, what do you do"?

Instead of just replying with your title or occupation (e.g. you're Director of IT for a local firm or in commercial real estate), you should give them your value proposition. A value proposition is a demonstration of what you can do to improve a client's condition (internal or external client). It is an opportunity to plant a seed, that, if planted well, has an increased chance of bearing fruit now or later down the road.

How well do you do in answering? Most people fall into one of three categories: the minimalist, the mumbler and the rambler. The minimalist says as little as possible and botches a chance to "plant a seed" well with you. Instead, the seed is planted on rocky ground and is kept from taking root. The mumbler confuses you. The seed is planted among thistles and is senselessly choked off. Lastly, the rambler scares you away. The seed is blown away by the wind. None of these are very good outcomes. Do you fall into one of these categories or do you successfully "plant a seed" with the person that poses the question?

How do you design a value proposition that works for you and how do you effectively use it? Follow these three steps.

Step 1. Use Action Words

What do you do? Clients do not buy "what it is"; they buy "what it does". Use action words.

Here are some examples of action words you can use when creating your value proposition:

Increase, create, design, perform, optimize, transform, decrease, define, eliminate, grow, raise, generate, lead, maximize, dissolve, improve, care, solve, construct, analyze, prepare, ensure, help, prevent, deliver, measure, isolate, build, execute, teach, feed and train.

Step 2. Focus on Outputs, not Inputs

Most of the time the problem with a value proposition is the costs are clear and the benefits vague. This happens when the value proposition focuses on inputs instead of outputs.

Application - Many value propositions contain the word "provide". This word is a double negative. If your value proposition contains the word "provide", replace it. It is a "static" word, not an action word and using it focuses on inputs instead of outputs.

Example of an Input focus - "We use improved design methods" (this is the input or means).

Example of an Output focus - "We decrease delivery time" (this is a result).

Now that you understand how to design a value proposition, capture yours on paper and next month we will look at Step 3. In Step 3 you will learn how to effectively use your value proposition.

Final Thought - What's your impression of people that answer well when asked a question? Improved delivery of your value proposition helps you act like you want to be treated.