What is a Value Proposition
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What is a Value Proposition
And why is it important?
A value proposition is a clear, compelling and credible expression of the experience that a customer will receive from a supplier’s measurable value-creating offering, where Value = Benefits minus Cost.
In other words, it’s a promise of value to be delivered and a belief from the customer of the value that will be experienced. And you can’t create this by thinking up some clever words. You need input from many sources including your people and your customers.
What it’s not
• a new name for a marketing statement or USP
• a list of general benefits
• a description of what your organisation does for a customer
• the output of a customer satisfaction survey
• a corporate positioning statement
• brand essence
• elevator pitch
Why it’s important
A strong value proposition will:
• Generate faster, more profitable sales
• Help you decide which sales opportunities to pursue therefore reducing cost of sale
• Uncover the hidden and non-obvious strategic insights of clients and prospects
• Give you clarity as to what your organisation is actually going to do for clients
Our best-selling book will give you a starting point to understand more. 
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