If it sometimes feels like your calls are falling flat, it could be your value proposition. Even when you have the ambition and the promo expertise, if you’re not expressing your value prop in a compelling way, you could be missing out. Your prospects may react to you with instant indifference rather than curiosity.

The worst part? You may not even know your value proposition is hurting you. Sales Gravy’s Jeb Blount, Jr. says most sales reps continue on with their generic, feature-heavy messaging that causes the prospect’s eyes to glaze over. To snap out of it, you should rework your value proposition. Your goal should be to intrigue prospects rather than have them tune out.

In this issue of PromoPro Daily, we share Blount’s thoughts on some common reasons value propositions fail and how to fix them.

Reason No. 1: You talk about yourself instead of the prospect. According to Blount, 90% of value props focus on the sales rep. This is a surefire way to get prospects to tune out. Remember, he says, that your value proposition isn’t a corporate brochure or a marketing pitch. It’s a value bridge between what you can offer and what they need. Make it laser-focused on each prospect by leading with their pain rather than your promo solution.

Reason No. 2: You use pointless buzzwords. If you’re using words that anybody could use, like “industry leader” or “cutting-edge,” you’re not making a compelling case. Instead of adding to the noise, Blount recommends using the prospect’s language and using numbers to be specific. The idea is to show exactly how you’re different and why that difference matters.  

Reason No. 3: You haven’t done your homework. Blount says most salespeople build their value propositions standing in their own shoes rather than those of their buyers. If you don’t know what worries your prospects or what they’re up against, do some research. Look at their fans and look at their past customers who went with a competitor. This insight helps you shape your messaging, Blount says.

How To Craft An Effective Value Prop

Now that you know why most value props fail, here’s a 5-step guide on how to build ones that actually work:

  1. Start with their problem, not your promo solution
  2. Get extremely specific with verifiable metrics
  3. Use the exact words your prospects use to describe their problems
  4. Make sure you can prove every claim, like data and testimonials
  5. Make your value prop human by showing what success would look like for the person making the decision

It can be tough to capture attention, but that’s what your value proposition should do. Make sure you speak the prospect’s language and offer real solutions to real problems. That’s how you’ll break through the noise and build real relationships.

Compiled by Audrey Sellers
Source: Jeb Blount, Jr. is the marketing manager for Sales Gravy.