How can your company's unique strengths differentiate your sales value proposition?

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How can your company's unique strengths differentiate your sales value proposition? This is a question that every sales professional should ask themselves, especially in a competitive and crowded market. A sales value proposition (SVP) is a statement that summarizes why a customer should buy from you and not from your competitors. It should highlight your company's distinctive features, benefits, and outcomes that are relevant and valuable to your target audience. In this article, you will learn how to identify and communicate your company's unique strengths and how to use them to craft a compelling SVP that sets you apart from the rest.

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Mihir Bhatt ↗

Fractional VP of Sales | Crafting Success Stories Beyond Borders | Offering Sales as a Service | Let's Boost Your…

1 Know your strengths

Before you can differentiate your SVP, you need to know what makes your company stand out from the crowd. What are the unique capabilities, expertise, resources, or values that you have that others don't? You can use various tools and methods to identify your strengths, such as SWOT analysis, customer feedback, competitive analysis, or value chain analysis. The key is to focus on the strengths that are relevant to your customers' needs, goals, and challenges, and that are hard to imitate or replicate by your competitors.

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Mihir Bhatt ↗

Fractional VP of Sales | Crafting Success Stories Beyond Borders | Offering Sales as a Service | Let's Boost Your Revenue Together!
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Our unique strengths differentiate our sales proposition. Tailored solutions, deep expertise, and rapid customer support set us apart. An example: A critical production issue resolved with a customized, swift solution solidified a long-term partnership, showcasing our strengths.

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2 Know your customers

The next step is to understand your customers and what they value most. You need to research and segment your target market, identify their pain points, motivations, expectations, and preferences, and map their buyer journey. You can use surveys, interviews, focus groups, or online analytics to gather customer insights. The goal is to find out what problems they are trying to solve, what benefits they are looking for, and what criteria they use to evaluate and compare different options.

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James Schweizer

Communications Coordinator at Immanuel Baptist Church
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It's important to keep in mind that the criteria that customers use to evaluate and compare different options may not always be concrete and quantifiable. Customers are humans, so emotional criteria will play a huge role in their evaluation of your SVP, even if they don't realize it.

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3 Know your competitors

The third step is to analyze your competitors and how they position themselves in the market. You need to know who they are, what they offer, how they communicate their SVP, and what their strengths and weaknesses are. You can use online research, industry reports, or mystery shopping to collect competitive intelligence. The aim is to identify the gaps, opportunities, and threats in the market, and to benchmark your performance against your rivals.

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4 Craft your SVP

The final step is to craft your SVP based on your unique strengths, your customers' needs, and your competitors' offerings. You need to create a clear, concise, and compelling statement that answers the question: why should your customers choose you over others? Your SVP should highlight the specific features, benefits, and outcomes that you provide that are different from and better than your competitors. You should also use evidence, such as testimonials, case studies, or awards, to back up your claims and build trust.

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5 Communicate your SVP

Once you have crafted your SVP, you need to communicate it effectively to your prospects and customers. You need to tailor your message to each segment, channel, and stage of the buyer journey, and use the language and tone that resonate with your audience. You also need to use various formats and media, such as websites, brochures, emails, videos, or presentations, to deliver your SVP in a memorable and engaging way. The goal is to create a consistent and coherent brand identity that showcases your company's unique strengths and value.

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6 Evaluate and improve your SVP

The last step is to evaluate and improve your SVP over time. You need to measure and monitor the impact and effectiveness of your SVP, and collect feedback from your customers and prospects. You also need to keep an eye on the changes and trends in the market, and adapt your SVP accordingly. The aim is to continuously refine and optimize your SVP to ensure that it remains relevant, valuable, and differentiated in the eyes of your customers.

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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 your company's unique strengths differentiate your sales value proposition?

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1 Know your strengths

2 Know your customers

3 Know your competitors

4 Craft your SVP

5 Communicate your SVP

6 Evaluate and improve your SVP

7 Here’s what else to consider

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