Customer Value Proposition

The Customer Value Proposition can ultimately be reduced to the solution to the buyer’s perceived problem. That is your 10 second pitch.

In order to have something to say after those 10 seconds and to be able to accurately target prospective customers the full Customer Value Proposition needs expanding. In creating your Customer Value Proposition consider these questions.

What is the problem your buyer is trying to solve?

Who is the buyer? Are they a technical or commercial decision maker or do both need to be convinced? What are the business drivers affecting each of them?

Why should they buy your solution? Why are you better for them than the competition – and remember the buyer doing nothing is always a competitor.

How is the solution delivered to the buyer? What is your value chain, who delivers which element of value and what is the time scale from purchase to problem solved.

How much? Does your solution deliver a good ROI from the customer’s viewpoint?

The Customer Value Proposition must be effectively documented, to enable the sales and marketing people, who are to launch the solution into a new market, to be focused and effective from day one.