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Last updated on 2024年7月8日

How can you create a sales engineering value proposition that compels customers?

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A sales engineering value proposition is a concise and compelling statement that explains how your solution can help your customer achieve their goals, overcome their challenges, and create value for their business. It is not just a list of features or benefits, but a clear and specific message that connects your solution to your customer's needs and desires. In this article, you will learn how to create a sales engineering value proposition that compels customers to take action and buy from you.

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Rémy Gostiaux

Director of Sales Engineering
SATHISH SELVARAJ

Empowering Companies with Custom Solutions through Customer-Focused Strategy @Maxbyte | Driven 20+ Companies to…

1 Identify your customer's pain points

The first step to creating a sales engineering value proposition is to understand your customer's pain points and how they affect their business outcomes. Pain points are the problems, frustrations, or risks that your customer faces in their current situation. They can be related to technical, operational, financial, or strategic issues. To identify your customer's pain points, you need to do thorough research, ask open-ended questions, and listen actively to their responses. You also need to quantify the impact of their pain points on their key performance indicators, such as revenue, cost, efficiency, or quality.

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SATHISH SELVARAJ

Empowering Companies with Custom Solutions through Customer-Focused Strategy @Maxbyte | Driven 20+ Companies to Excellence with Industry 4.0 Solutions | 9+ Years in Business Development
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A problem defined, is a problem half solved. By prioritizing pain points according to statements from customer-side decision makers and aligning them with pertinent key performance indicators, a critical phase is achieved. This process effectively lays the groundwork for crafting a solution pitch.

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Rémy Gostiaux

Director of Sales Engineering
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Many customers cannot articulate their pain points and even more of these do not want to call them "pain". Understanding what the customer is trying to solve is key to a path towards the right solution. Proper questioning covering at least these points: - what are you trying to do? - why now? - what have you tried so far with what level of success? - what do you expect as an outcome? is a solid starting point for a good solution.

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Andrea Iuspa

Asesora Comercial Medicina Prepaga Nobis Medical
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La indagación es un punto esencial para poder identificar las necesidades de nuestros clientes. No se debe tener miedo de preguntar, es parte innata de nuestro trabajo

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2 Demonstrate your solution's value

The second step to creating a sales engineering value proposition is to demonstrate how your solution can solve your customer's pain points and deliver value to their business. Value is the difference between the benefits your solution provides and the costs your customer incurs. To demonstrate your solution's value, you need to show how your solution can improve your customer's situation, using specific and measurable outcomes. You also need to highlight how your solution is different from and better than your competitors, using relevant and credible evidence.

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Rémy Gostiaux

Director of Sales Engineering
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You may have the best solution in the world, if you cannot articulate its value for the customer you will not get the deal. The customer is looking for a change in his current situation that has some "pain points" (point A) to a place where these pain points disappear or do not produce so much pain (point B). Showing the path from A to B is demonstrating the value to the customer. Once the value is shown and understood by the customer, then (and only then), showing the price will make sense

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3 Communicate your value proposition effectively

The third step to creating a sales engineering value proposition is to communicate it effectively to your customer. Communication is the process of conveying your value proposition in a clear, concise, and persuasive way. To communicate your value proposition effectively, you need to tailor it to your customer's persona, industry, and stage in the buying cycle. You also need to use various formats and channels, such as presentations, demos, proposals, or testimonials, to deliver your value proposition to your customer.

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4 Validate your value proposition with ROI

The fourth step to creating a sales engineering value proposition is to validate it with return on investment (ROI). ROI is the ratio of the net benefits your solution generates to the total costs your customer pays. It is a powerful tool to justify your solution's value and convince your customer to buy from you. To validate your value proposition with ROI, you need to calculate the expected ROI of your solution, using realistic and verifiable assumptions. You also need to present the ROI analysis to your customer, using simple and visual methods.

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Rémy Gostiaux

Director of Sales Engineering
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Buying a new solution will move the customer from a position he does not want to be in (A) to a position where they want to be (B). The path from A to B is shown by demonstrating value to the customer and making sure we bring them to the right place. ROI can be explained by how much satisfaction the customer will gain by getting to their desired position. Some metrics can be: - money saved over time - time saved by them and their teams - efficiency gained - peace of mind gained - etc.

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5 Align your value proposition with your customer's vision

The fifth step to creating a sales engineering value proposition is to align it with your customer's vision. Vision is the desired future state that your customer wants to achieve with your solution. It is the ultimate goal that motivates your customer to buy from you. To align your value proposition with your customer's vision, you need to understand your customer's vision, using empathetic and consultative techniques. You also need to show how your value proposition supports and enables your customer's vision, using inspirational and emotional language.

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6 Test and refine your value proposition

The sixth and final step to creating a sales engineering value proposition is to test and refine it. Testing and refining is the process of evaluating and improving your value proposition based on feedback and results. To test and refine your value proposition, you need to collect feedback from your customer, using surveys, interviews, or trials. You also need to measure the results of your value proposition, using metrics, analytics, or case studies. Based on the feedback and results, you need to adjust and optimize your value proposition to make it more relevant, compelling, and effective.

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SATHISH SELVARAJ

Empowering Companies with Custom Solutions through Customer-Focused Strategy @Maxbyte | Driven 20+ Companies to Excellence with Industry 4.0 Solutions | 9+ Years in Business Development
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When offering tailored software solutions, it's important to account for the possibility of additional work hours for minor adjustments. This adds extra value. Sometimes, both clients and your team might identify these needs during implementation or after initial releases. Sharing this insight builds trust, showing your commitment to delivering ongoing value and reassuring decision makers on the client side. Mention that partial payment will be temporarily withheld during this adjustment phase, further boosting client confidence. Even if this is in your proposal, clear verbal communication during discussions makes a significant impact.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a sales engineering value proposition that compels customers?

1

2

3

4

5

6

7

1 Identify your customer's pain points

2 Demonstrate your solution's value

3 Communicate your value proposition effectively

4 Validate your value proposition with ROI

5 Align your value proposition with your customer's vision

6 Test and refine your value proposition

7 Here’s what else to consider

Sales Engineering

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How can you create a sales engineering value proposition that compels customers?

1

2

3

4

5

6

7

1 Identify your customer's pain points

2 Demonstrate your solution's value

3 Communicate your value proposition effectively

4 Validate your value proposition with ROI

5 Align your value proposition with your customer's vision

6 Test and refine your value proposition

7 Here’s what else to consider

Sales Engineering

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