When it comes to understanding what to say about your business, it’s easy to get lost. Creating a strong & stand-out Value Proposition is a process that many business struggle with. Perhaps that’s no surprise. When you’re as close to your business as most business leaders are, it can be hard to have the dispassionate, forensic view that’s needed to truly see where the business really adds value to customers.
So here’s a thought. Do a Ronseal. Work this out, very simply. What does it say on your tin? Ok, you may not have a real killer USP like Ronseal did. But in our experience, many businesses are looking into the face of some great attributes. These are often ignored in a drive to be more sophisticated in their Value Proposition.
Here’s an example. We worked with a client in the service sector who had killer core competencies. They looked after high spec clients, with pretty high spec (and highly profitable) needs. This was an area where there were fewer competitors. At the same time, the business also provided some basic, more ‘vanilla’ services. Less differentiated, less lucrative.
In their desire to have a Value Proposition that covered all the bases, they ended up struggling to create a VP with any real ‘cut through’. Our advice was simple – here’s we said. You have a core offer that really stands out. The job of the the Value Proposition is not to get in the way of that, but to say simply and straightforwardly ‘This is what it says on our tin’.