Most CEOs write their value proposition in their own voice, what they think makes them special, and then wonder why it doesn't land. But your value proposition should be written in your customer's voice. This guide, drawn from our masterclass with sales veteran Rob Bedell, shows you how to find it.
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Malloy Industries Masterclass: Your Value Proposition
What Is a Value Proposition?
Your value proposition is the first thing you say, the answer to "why should anyone work with you?" And as Rob puts it, sales itself is just a productive conversation to see if there's a reason to work together: two ears, one mouth, ask a question, then listen.
The opening line of that conversation is your value prop, so it had better be the thing your customers actually value.
The Three-Question Exercise
The trap most companies fall into is describing themselves the same way every competitor does. The way out is to ask your existing clients, on a call or in person, not by email (people overthink written answers; spoken answers reveal what they truly feel). Ask three questions:
- What value did we provide that you expected?
- What value did we provide that you didn't expect?
- What's the best thing about working with us?
The first two get them talking; the third is the hook. Their answer to it is the messaging you should be using, because when you say it, other customers like them will hear it.
Rob's examples: an insurance-inspection company believed its edge was "best time, service, and quality," but every competitor said that, and clients told the real reason they stayed was customer service and communication: when problems arose, the team responded within 24 to 48 hours. They changed the message to lead with that and, by Rob's account, grew 26% the next year, then 63%. A marketing firm for orthodontists kept pitching technical features; orthodontists only cared about "butts in seats." Reframing cut the sales cycle from 8 to 10 months and grew the client base by 33% in four months. Same lesson: speak to the market in the market's voice.
Dig Into Psychographics, Not Just Demographics
When defining who you serve, don't stop at age or location. The mindset, attitude, and what people care about (their psychographics) often matter more, because demographics can be manipulated, and a 13-year-old and a 90-year-old can share the same motivation.
Give Before You Get
Once you know your value and your audience, lead with generosity: give useful information, give more, then make an offer. Free educational content, webinars, case studies, even a freemium tier, build trust and bring people back.
Where to Go Next
Finding your value proposition starts with knowing exactly who you serve. Sharpen that with the Ideal Client Profile exercise, then make sure your messaging tells it well with the Brand Audit templates.
This masterclass was led by Rob Bedell, a sales leader with 30+ years of experience; the three-question exercise and the client results are his. If sales is the muscle to build, see what a fractional VP of Sales does or Talk to our Team.