Many a conversations that I have been having in the last couple of weeks points me to one weak area that most companies have. It is about their value proposition; too difficult to believe but that is the truth. The most important aspect of any business and the most neglected of it, is a value proposition that businesses offer their customers. Most value proposition that is created are listless and vague. 

Without a value proposition, it is next to impossible to have a compelling vision and strategy. Every other effort of yours will go waste if there is no strong value proposition.

Sample a statement that says “We want to help you do your business better; we are one of the leaders in this space; we have provided similar services to over 100 companies in the last 5 years; we are an ISO/CMM certified organization. We offer 24×7 customer support and we are known for the customer service that we provide”. Many companies would identify with the above statement. The problems in it are plenty though:

1. It is very lengthy and you should be able to state your value proposition in one sentence

2. This is a statement that trumpets what you are and not what your customers want to hear

3. Customer is not a part of your value proposition

Essentially, this statement reflects the companies’ credibility as opposed to being a value proposition. Typically, every company starts with a strong value proposition, but it gets diluted over time as the company matures. Cash needs, survival needs, customer driven needs may have forced them to foray into newer activities and the value proposition gets murkier. This is where your value proposition assumes even more importance as it kind of binds you not to lose your focus.

Essentially, your value statement should address your customers’ wants as opposed to what you can offer. Essentially it is about solving the needs of your customers.

b2b marketing benefit statement customer credibility customer wants market positioning value proposition value statement