What is the Value Proposition?

By Keith Luscher

February 9, 2021

One of the things we teach people a lot in the work that we do is the importance of the "Value Proposition." This is comes down to messaging...and you may have heard it also referred to as the "Unique Selling Proposition."

But the Value Proposition one of the things that we try to clarify for folks, because it's important to have a clear understanding of just what it is. 

What is the Value Proposition?

First, I typically answer this question by telling you what the value proposition is NOT. This is important to remember, because once you internalize this, it will take a lot of weight off your shoulders.

The Value Proposition (or the Unique Selling Proposition) is not a reason for someone else to buy. 

Rather, the Value Proposition is simply a reason for someone else to want to take an interest and having a 20-minute conversation with you.

That's it! So when you're reaching out to a someone whom you see might be a prospect— someone who might have an interest in the value you offer—a lot of times we unconsciously want to "close the deal" on our first engagement.

Of course this isn't realistic...we just want to advance the ball down the field, and let's see if we can get them to engage with us...to have them want to have a conversation with us. In most cases, that's the point.

And when you realize this, does it not take some weight off your shoulders?

If you have any questions or comments, share them below! 

About the author

Keith F. Luscher is a management consultant, trainer and speaker focusing on advanced prospecting, content and automated marketing strategies. He specializes in alleviating the PAIN experienced by business leaders who lack brand message, and suffer from marketing tech overwhelm and internal paralysis.

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