Value Propositions That Sell
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Value Propositions That Sell

Tags
ReadingArticle
Author
Abdul Rastag
Last Updated
June 4, 2021
Status
Finished (With Notes)

Examples of bad value propositions:

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Nobody gets up in the morning thinking "I need an intelligent, scalable database."
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Sell the problem that you're solving, not the product that you're making.

Product managers or engineers are more technical in nature, they often speak in terms of features and functionality. So it's easy to fall into the trap of basing your value propositions on that.

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No one will buy your product if they think they can solve the problem on their own.

There needs to be an intense enough pain for the prospect to buy our product vs doing it themselves. Otherwise it's a "nice to have" or even worse a totally necessary product.

Value Proposition Framework

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  • Context - What macro trends are happening in our customer's market. What's affecting them?
  • Customers - What are our customer's pain points?
  • Business Benefit - How do our products and solutions map to these pain points? How do we help?
  • Differentiate - What makes us different from our competition? Where do we win?
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Tip: take your competitors' data sheets and replace their company name with yours. Give it to your customers and see if they can tell which on is actually your product. They probably can't tell.

Good Value Prop Examples

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Three is key. Giving more than three value props confuses people. Less than three and it's impossible to differentiate.
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Be able to quantify your value props. Ex. We can reduce your deployment time from 6 months down to 15 days.

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How does your value proposition inform your messaging?

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