Why You Need a Value Prop That Sets You Apart

As I enter several small and mid-sized companies each year, it’s not uncommon that I find the owner has done an exceptional job of acting upon a good idea to create a viable business. The reason I get referred to help is because many of them hit a growth ceiling that requires that “good idea” to be surrounded by sales and marketing infrastructure so it can really take off.

For a company to be positioned for sustainable, scalable growth, one of the key things they need to have is a sound sales strategy and the ability to expertly execute it. The problem is these things can easily fall flat if they aren’t fueled by a well-designed value proposition that clearly sets the business apart.

Simply put, a company’s value proposition is the unique advantage they have over their competitors. The reason their customers decide to buy from them instead of someone else.

In this article, I will discuss the importance of positioning your unique value proposition as the foundational element of your sales strategy. Once a company understands how to effectively design and leverage that asset, they will have discovered one of the main keys to unlocking scalability.

Sound Sales Strategy Is Fueled by a Strong Value Proposition

Let’s level- set by defining what sales strategy is. I have found this can be a cloudy subject for some business owners, making it difficult to account for all the elements. Ultimately, sales strategy mobilizes a company’s marketing strategy through their salespeople and all team members that interact with its customers and prospects.

A variety of things make up a company’s sales strategy such as…

Unique positioning in predefined target markets
Sales messaging to capture the attention of defined buyer personas
Sales process to navigate new opportunities and beat the competition
The way value is delivered throughout the customer lifecycle
… and the list goes on

The critical factor in forming a winning sales strategy is it being guided by a clearly defined and unique value proposition.

As shown in our 2023 State of Sales Report with over 3,000 company’s reporting, many business owners overlook the important role that their value prop plays in long-term success.

If you might find yourself in one or both of the groups represented in our report, don’t fret! This shortcoming is something I can help you fix fairly quickly by turning an area of vulnerability into a high-impact opportunity.

I run value proposition workshops with my clients to sort through their strengths and isolate what truly sets them apart in the marketplace.

From there, we partner to turn that unique positioning into compelling sales messaging along with weaving it into other important aspects of their sales strategy.

These are the difference makers that turn your sales strategy into momentum building fuel to drive your business to the next level.

I’ve found it can be quite difficult for the business owner to create the right value proposition on their own because often they are too close to it. One of the benefits I bring to my clients is that I have a proven methodology to uncover the differentiators you need to tell your customers about and then help create the plan to put it in action.

Unlock Your Scalability Through Consistent Sales Messaging

A uniform message across your entire company is powerful. When your team is equipped with a value-prop-fueled sales playbook, it empowers everyone in the organization to be rowing in the same direction.

It naturally results in more people buying into what you are building, which increases internal morale and the perception of your brand to the world. Without this level of cohesiveness, your scalability stands on shaky ground.

My Fractional Sales Leader colleagues and I are in hundreds of client settings each year. Our value proposition work is a cornerstone area of involvement given its impact on growth trajectory.

Here’s an example of how one client we worked with over the past year used the sales strategy we designed with their new value prop to take their company to the next level.

“This particular client offered services to commercial and government facilities. At first glance, their rebranding efforts seemed impressive – a brand-new website and revamped marketing materials.But soon enough, it became apparent that their messaging was inconsistent and varied depending on the department you’d talk to. It was clear that their marketing and sales teams were not on the same page, resulting in a lack of revenue growth in a fiercely competitive market.

As experienced sales leaders, we lead value proposition workshops to uncover a client’s key differentiators in the market. In this case, our representative went straight to the source by interviewing both current and past customers to understand their buying decisions.

From there, they harnessed the client’s unique value proposition to elevate their marketing efforts and trade show materials. This consistent messaging resonated with customers at every touchpoint, resulting in record-breaking sales in subsequent years after optimized value prop was deployed. Together with our clients, we transform sales strategy and built a solid foundation for continued success.”

Key Takeaways

The importance of a value proposition’s contribution to a successful sales strategy cannot be overstated. It is the unique advantage that sets businesses apart from their competitors and helps them to stand out in today’s competitive market.

Consider these things as you assess the strength and positioning of your value proposition:

The right differentiators are key to a strong value proposition.
Your value proposition should be simple, specific, and address your buyer personas’ challenges.
Leverage outside help to guide you through the right methodology to derive a powerful, unique, and compelling value prop.
Your value proposition needs to be converted into effective sales messaging that is consistently communicated throughout your customer’s buying journey.

Whether you’re looking for hands-on involvement or a sounding board to guide your steps, please feel free to contact me at Chris @ Sales Growth Advisors or book a call through my Scheduling Tool.

I also invite you to follow me on LinkedIn to gain exposure to future article posts that will offer more valuable selling insights.

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I am part of a national group of Senior Sales Leaders who collaborate to share insights like the examples shown in this article. We formed because of our shared passion to help business leaders exponentially grow their revenue.

Chris Tully

President | Sales Growth Advisors LLC