A value proposition states the value you’ll deliver for your customers and gives the main reasons a prospect should choose to buy from you. It concisely states how your product and service relieves their pain points by offering specific benefits, and how this is different from your competition. Knowing this proposition inside and out, and making sure it speaks to a prospect’s individual needs, will make you more confident when speaking with prospects and clients. It allows you to lay out your differentiators with authority and clarity, which will bolster a prospect’s confidence in you.

The best value propositions have the following characteristics in common. They are:

Clear. Use simple, plain language to communicate your point rather than convoluted business buzzwords.

Concise. Communicate what you want to convey in just a few lines. It should be no more than a brief paragraph.

Unique. What benefits do you offer that make you the obvious choice for the prospect versus your competition? It could be white-glove service, creative idea generating, a large product selection and more.

Relevant. Underscore how your solutions can benefit the individual prospect you’re speaking to, and mention similar clients you’ve had success with.

32% of sales reps say that a hard-to-understand value proposition hurts their sales.— (CallidusCloud)

Differentiated. What are the differentiators that set you apart in the industry? Maybe you always have an actual person pick up the phone, or you offer no setup charges for an order over a certain amount.

Tailored. Your proposition should address the particular prospect’s needs and pain points. Doing your research beforehand and listening to what clients tell you will give you a good idea of the solutions they’re looking for.

Low-hype. Avoid marketing hype, superlatives and business jargon. Keep the statement as objective as possible, bolstered by concrete services you offer and exactly how they benefit your clients.

Consistent. Continue to reference your value proposition as you communicate with the prospect or client, whether it’s over email or phone, or in person. It’s also easier to refer back to a proposition that’s well thought-out from the beginning.