You Don’t Create Your Value Proposition, You Discover It

B2B marketing expert and best-selling author Brian Carroll breaks down the keys to establishing an effective value proposition and driving more sales.

In essence, your value proposition is the answer to a simple but incredibly important question: “If I’m your ideal customer, why should I buy from you instead of your competitors?”

Therefore, it’s not really that you have to work to formulate the right value proposition and pitch it to your prospects, Carroll explains in this short video. Rather, it’s something that already exists from a customer’s perspective, and the trick is discovering it — not creating it.

To do so, Carroll recommends starting by going to the three following sources:

  1. Current customers: Why did they decide to buy from you? What value have you brought them?
  2. Your sales team(s): What’s really moving? What elements of your product/solution/service are really connecting with buyers and causing them to convert?
  3. Qualitative & quantitative data analysis: Dig into your customer data to determine whether there are any trends that emerge. For example, what keywords are driving the highest rate of conversion?

The concept of working to discover your true value proposition is an important one that can be applied in a broader way to many aspects of your marketing campaigns. Getting into the habit of asking yourself, why should this customer choose our company, this specific product, open this particular email, etc. will get you thinking from your customer’s perspective. And that will undoubtedly help you increase conversion rates and drive more sales.

 

You might also like ...
Marketing
10 Sure-Fire ABM Hacks to Implement Right Now

Account-based marketing is constantly changing and what worked a few years ago might not work today. These 10 tactics can give you the jumpstart you need to get ahead.

by Kevin Payne
Marketing
Back to Basics: 5 Tips to Improve Your Search Rankings

SEO continues to have a major impact on sales and brand awareness. What trends should you be keeping up with to improve rankings? Find out.

by Roman Daneghyan
Marketing
How SaaS Companies Can Accelerate Their Growth With In-Person Events
In the world of B2B SaaS where digital marketing takes precedence and automation touches everything we do, in-person events are...
by Amanda Nielsen