Unique Value Proposition

Differentiation that Matters

COMMUNICATING VALUE

Research by SiriusDecisions has shown that the single largest obstacle to closing more deals in complex business-to-business (B2B) sales environments is the firm's inability to communicate value.

You need to challenge your client's status quo, identify unconsidered needs and unknown problems, and communicate the value that only your firm can deliver. But how do you identify the value that only your firm can deliver?

Unfortunately, the process of creating a Unique Value Propositions has become rote.  People sit around the conference table throwing out ideas that every other competitor has, and end up focusing on taglines, elevator pitches and same selling statements that most competitors can also make. 

SLAYING THE
COMMON VALUE PROPOSITION

Such a process explains explain why so many firms unwittingly create a Common Value Proposition rather than a truly Unique Value Proposition.

“Your firm is absolutely unique, just like everyone of your competitors

— Robert Kelly, paraphrasing Margaret Mead

Common Value Propositions are found at the intersection of client needs, your solution, and your competitor's solution.  That's where you and your competitors compete, and clients exploit to drive fees down. It's the fastest path to marginalization and failure.  Unique Value Propositions bypass that race to the bottom, enabling your services to be valued properly.

“You can buy from anyone, and we’re anyone

— Seth Godin

WHAT'S TRULY UNIQUE

Through workshops and consultations with your marketing team and business developers, together we will identify where your value to clients resides.  You will better understand your clients thought process, your competitors value propositions, and develop a value proposition that allows you to compete more effectively.  

What you learn and develop will form the basis of your Standout Messaging and enable business developers to communicate real value.