Why Your Value Proposition Is Valuable

Your Value Proposition is critical to success; it makes it easy for your prospects to see the value of working with your business.  Concisely.  Consider these successful value propositions:

Belong Anywhere.                   Airbnb

Find the perfect home.       Realtor.com

And, just to show value propositions don’t need to be catchy soundbites:

We connect people to work that enriches their lives and companies to people who drive innovation and growth.    Kelly Services

What do they have in common?  All three succinctly demonstrate the organization’s purpose and value to their market.   With “Find the Perfect Home”, Realtor.com communicates just how their real estate data service allows prospective home buyers to create the home life they want.  Airbnb leads with product differentiation by highlighting the intimacy of staying in a home rather than in a hotel, affording their customers an experience unique to their service.  Finally, Kelly Services favors a more traditional business-to-business value proposition that highlights the intangibles of their offer, indicating that both employers and employees realize more value than expected from a traditional temporary employment service.

Why should every business have at least one value proposition?  It allows the customer to easily understand why working with that company may benefit them, and as a result the prospect is more likely to buy. 

The next time you introduce your business to a customer, try using a simple sentence that highlights specific value, product differentiation, and customer gain.  You’ll find the conversation fruitful.