If I hear that question one more time - and then hear a sales executive trying to explain it, I'm going to grab that person, put them in a time capsule and label them - "sales geek from the 70's" (and I'll toss in a free plaid jacket). The phrase "value proposition" has been with us for at least 40 years - isn't it about time we drop it? I'm not sure of its origin, nor do I care, but it has worn out its welcome. I guess the idea, back years ago, was that your products or services were so unique, so compelling, or shattered the price/performance curve, that just explaining what you offered, drove your customers to see your "value proposition" and when they did, they bought from you. If you believe that's still valid, then you may want to enter the 'time capsule' as well.
Although, the meltdown of the business bubble has come and remained - the sales vernacular of the early seventies still lingers, and so does the term "value proposition". It is yet another illustration of our lack of adaptation to the new realities of selling.
Here's the point --- no company has a value proposition unless the customer says so. What you have is a story and business model, that's it! The new sales model is this -- you painstakingly research the needs of your customer; their industry, their competitors and their customers. You connect with influential people on the customer side and ask them intelligent questions. If that happens, it earns you the right to tell your "story". After a series of significant customer interactions, the notion of "value proposition" begins to emerge in their minds, not yours. You can only claim success, when the customer can clearly articulate the reasons why they might do business with you. If you can't get them there, then you haven't got anything, not even a "value proposition".
Now if you don't agree, please let me know, as I am perfectly happy to buy a larger time capsule.
James Grummer
owner of the IMUA company
(all rights reserved - blah, blah, blah)
