You know when you suddenly have a prospect’s full attention — and you’ve got maybe 15 seconds before the opportunity disappears? (You need some value proposition examples!)
What do you say in those 15 seconds?
Many salespeople fumble around with long-winded, meandering monologues that just confuse the prospect. It’s critical that you can explain what you do and engage the prospect in under 20 seconds.
That’s why I’m going to share some value proposition examples, by industry, that truly engage prospects in high-quality conversations. These are some of my clients’ real value propositions that we put together and I’m going to show you exactly how they work.
In this video, you’ll get 5 value proposition examples that you can copy and use to engage prospects and close deals. Check it out:
Value Proposition Examples Video Summary:
Value Proposition Example #1: The marketing space.
This value proposition example comes from my own sales training firm. Our value proposition goes something like this: “Sales Insights Lab is a sales research and training firm that helps client’s achieve masterful sales conversations. Clients tend to come to us when their sales teams struggle to sell on value, reps get caught competing mostly on price, or finally, they are seen as “just another” vendor in the eyes of prospects. Do any of those issues ring true to you?”
When you analyze that value proposition, you can see that it starts with one sentence that lays out what we do and who we are. Then, there’s another sentence that lays out the challenges we solve, and the reasons that people come to us. And lastly, you’ll see that we dig into the prospect’s own world by asking, “Do any of these issues ring true to you?”
Value Proposition Example #2: The financial space.
This is a value proposition example from a client in the finance world: “XYZ Wealth Advisors helps clients make smart financial decisions. Clients typically come to us when they don’t know if they’re getting the right return on their money; they’re concerned about whether they’re prepared for the next downturn; or, finally, they have a complex collection of random accounts in different places. Do any of those challenges ring true to you?”
You’re seeing a pretty consistent pattern, right? A simple sentence about who we are and what we do; then the list of challenges that people face. One thing that I want to point out about the challenges in this particular value proposition is that they’re really simple for the financial planning space. There tends to be a lot of jargon that people love to throw around in finance — big, fancy words that really intimidate and ultimately turn off prospects. So, if you’re in the financial space, make sure your value proposition is really simple and avoid finance lingo.
Value Proposition Example #3: The imports space.
Here’s an example of another value proposition from one of my clients in the imports space: “XYZ Imports works with large importers, manufacturers, and retailers to source specialty food ingredients out of South America. Our clients tend to come to us when they’re frustrated by an unreliable supply of goods out of South America; they have persistent quality issues in their supply; or, lastly, they’re just finding it difficult dealing with different cultures, languages, and time zones. Do any of those issues ring true to you?”
You may read that value proposition and think, “I have no idea what he’s talking about.” But remember, this client is not selling to you. They’re selling to importers, who really do have those issues. We’re laying out the challenges that a big manufacturer might have. When manufacturers hear this value proposition, they’ll think, “Yes, that makes sense. That’s exactly what we’re dealing with.” And then we finish with, “Do any of those issues ring true to you?” to engage them in a conversation.
Value Proposition Example #4: The landscape space.
I have a client who runs a landscape organization and this is the value proposition we put together: “I am a horticultural strategist, partnering with companies to create green organic work environments. Our clients come to us when they’re worried that their appearance has lost its ‘wow’ factor; they’re frustrated with their existing provider’s lack of consistency in maintaining a green workspace; or, finally, they’re concerned that they’re just no longer getting the promised white-glove service. Do any of those issues ring true to you?”
This client is selling to large buildings and developers in hotels. It’s mostly for indoor landscape work, and so this value proposition is designed to suck the potential buyer into looking around their space and realizing, “Oh, this is not getting it done.”
Another thing that you’ll notice is we used the term “horticultural strategist.” Now that’s a mouthful, but what I like about that term is that no one really knows exactly what it means. People generally know that the word horticulture means having to do with plants and landscape. But other than that, it’s not a typical term or title, so there’s no way to immediately put him in a box. And that’s a really beautiful thing, as it gets the prospect to open up right away.
Value Proposition Example #5: The consulting space.
This is a value proposition that I took from one of the clients in our Sales Strategy Academy forum. He writes, “We are a business strategy firm that works with catering companies to create a game plan that dramatically helps them book more events throughout the year. Our clients come to us when they’ve hit a wall and can’t seem to book more events; they don’t have time to seek more opportunities; or, finally, they’re just short of staff to handle more volume without going insane.” Do any of those issues ring true to you?”
This is a value proposition that was developed within the Sales Strategy Academy community, getting feedback on the forum. I really liked it because it laid out very specifically who these consultants work with, which is kind of niche: the catering space. And then it laid out problems that connect with the typical caterer, who’s saying, “Yeah, we are short on staff. And we’re not booking enough events.”
Now looking at your own value proposition, how can you take these ideas and lay out your new, improved value proposition? If you’re not sure exactly how to structure it, go back through this article and copy the structures of your favorite value proposition examples.
So, there you have it. Now you know 5 value proposition examples that you can copy and use to engage prospects and close more deals. I want to hear from you. Which of these ideas do you find most useful? Be sure to share below in the comments section to get involved in the conversation.
Enjoyed this article? Please share away!
Get instant access to our free sales training:
Why Prospects Push Back on Price, Give 'Think-It-Overs,' and Ghost in Sales Until They Meet a Sales Superstar Who Is Following These 7 Simple Keys
About the Author Marc Wayshak
Marc is is the best-selling author of three books on sales and leadership, including the highly acclaimed titles Game Plan Selling, The High-Velocity Sales Organization and his forthcoming book, Sales Conversations, Mastered.
Marc is a contributor to Inc, HubSpot, Fast Company, Entrepreneur Magazine, and Huffington Post Business. He also hosts a popular YouTube channel on sales strategy with over 103,000 subscribers.
Marc helps thousands of people his data-driven, science-based approach to selling that utilizes all the best tools available to sales organizations today.