The fact is when a prospect lands on your companyâs website, one of the top questions they are asking themselves is, âWhy should I buy from this company?â You need to answer this question compellingly so you can meet your sales goals. A powerful value proposition helps you acquire more clients and grow your business and explains to prospects why they should buy from you.
So how do you create a compelling value proposition that appeals to your target clients, that makes them want to buy from you?
Steps to Developing a Value Proposition.
First, your value proposition must answer three questions.
- What do you offer?
- Whatâs in it for your customers?
- What do you do differently? i.e., your approach to providing a solution or solving their problem
How do you answer these questions?
First, you donât assume you know why your customers buy from you without solid data. Suppose you donât have data from surveys, customer interviews, etc. Itâs time for you to dive deep into gathering this information by getting into your clients’ heads. Ask them why they chose to do business with you and what attributes or characteristics of you or your company stood out to them.
Testimonials and Success Stories.
Next, look at testimonials and success stories; these are often a great indicator of the results the client was seeking and what they valued most about your working relationship. For example, one of our clients gave us the following testimonial: âSince we launched the new website design, we have increased the number of leads and conversions across the board.â
Lead Generation Forms.
If you generate leads through a contact form that a prospect fills out on your website, go through each one and identify what clients said they were looking for. For e.g., a prospective customer seeking a website redesign recently submitted this request using our get a quote form, âWe would like to redesign our website to appear more professional and make a good first impression to potential clients.Â
This form is golden to us because it is what we help our clients achieve. We can now create a value proposition using the prospect’s initial inquiry.
[xyz-ihs snippet=”Post-Form”]
Look within your company.
Finally, you want to look within your company and cross-check the information derived from your customer’s interviews, contact form, and any other resources you might have acquired to gather this information. Ask yourself what problem your company is solving and what makes you different.Â
Using my company as an example. Some of the things that set us apart are:
- The fact that we produce high-quality professional designs at an affordable price
- We take a conversion-driven approach to designing websites
- We donât just focus on a pretty design; we focus on ensuring our designs turn website visitors into leads.
Putting your value proposition together.
If you take the testimonial from your client, the comment from your lead generation form, and what sets you apart, you can arrive at your value proposition.
Hereâs a recap of the abovementioned elements; see how we arrived at our value proposition below by incorporating all the sources we discussed.
- Testimonial: âSince we launched the new website design, we have had increases across the board in leads and conversions.â
- Â Lead generation form request: “We would like to redesign our website to appear more professional and make a good first impression to potential clients.”
- Â Our differentiating factors: We produce high-quality designs at an affordable price and take a conversion-driven approach to designing websites, so we donât just focus on a pretty design; we focus on making sure our designs will turn website visitors into leads.Â
Here’s an example of how you will arrive at a value proposition.
We help small businesses and entrepreneurs look more professional and attract more clients by using a marketing-driven website redesign approach.
Itâs important to note, that there are many ways to say the same thing. In the next article, we will discuss how to find a value proposition that works.