Most business leaders that I talk to struggle with the ‘Value Proposition’ or ‘Unique Selling Proposition’. Jill Konrath Sales Strategist, Author and Thought Leader tells us that crazy busy decision makers don’t care about what you are selling.

They only care about what it does for them. That’s why a Value Proposition is so important today.

Jill Konrath reminds us that Value Proposition is a clear statement of the tangible results a customer gets from using your products or services. It is outcome focused and stresses the business value of your offering.

Use your Value Proposition in your phone calls, emails, voicemails, networking and presentations to help customers understand why it's worth their time to meet with you.

To create a strong, customer-enticing Value Proposition, make sure you include all of these three elements.


Determine the primary business reasons that customers would use your offering. This is what decision makers really care about:

Lead Conversation rate Operating Costs
Lifetime Customer Value Productivity
Time to Market Labour Costs
Customer Retention Profit Margins



Customers will not change unless you are offering something significantly better for them than their status quo. A strong Value Proposition always includes movement:

Increase Accelerate Save
Reduce Strengthen Eliminate
Improve Grow Decrease
Balance Revitalise Refresh



Adding metrics makes your Value Proposition even stronger and more believable. Don’t round your numbers either. They are more believable that way:

Time Frame Dollar Amount Percentages


Domino’s pizza is a great example of meeting the three criteria, and has a guarantee as well:

‘You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free.’

Take a step back and look at your Value Proposition.

Will it engage your potential customers in discussion and give them a reason to use your products or services?



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