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How to Create a Value Offer That No One Else Can Compete With

By Mareo McCracken, writer
Feb 19, 2017
> Marketing

4 Secrets Only The Best Salespeople Understand

In order to stop losing sales, you must win the buying process. The best value will always win. Your value is determined by the customer. It is your job as a salesperson to help them understand the value that they might not be able to see, especially if price is the major factor.

A value proposition summarizes why a customer should use your product and defines the value they will receive. It is typically short and generic. These statements can be powerful and impactful in the early stages of the buying process. The value proposition doesn’t actually add value; it might show the possibility but doesn’t add anything.

Tony Hughes of RSVP selling says:

“Your value proposition must therefore be focused on specific and tangible benefits for the customer, and directly linked to the resolution of their specific problems or opportunities – the bigger the better.”

A value offer on the other hand is specific; it is account-based and tailored to each buyer. The value offer is used in the middle of the buying process. Instead of being a sentence or paragraph it can be multiple pages long if presented in a compelling manner. The value offer is a well thought out deliverable that adds immediate value to the buyer.

“74% of buyers chose the company that was the first to add value.” - Corporate Visions 

In order to be the first one to add value you must first have the needed conversations. Therefore, you must reach out to people, you must call them, find them online, go to conferences, above all else just find a way to connect. Once you have the connections and conversations, you must then have the knowledge and process that will give them something that no one else can. Much of that will be in your value offer.

There are four main elements of a great value offer. In order to create one for your product you must:

1. Always Prove Value

It is almost pointless to say that you are better than someone else, or your product is better. Let other people say — use testimonials. The more proof you actually show, the better. In addition to testimonials, case studies, articles and third party reviews also can be used.

How do you know what to prove?  You ask them what is most important them. Then dig deeper. Then ask other people. Then ask your successful clients what helped them the most. Combine the findings and you might then know what is important.

It also should be fairly easy to prove value, if you actually can add value, since about half of all buyers feel that a majority of their providers do not add value.

“44% of buyers feel that only 25% of their providers help them maximize their value.” - Gartner

2. Provide Deep Insights

You already know the pain the prospect feels. So does everyone else. Now tell them why they feel it and how to solve it. If you can clearly articulate your prospect's pain, why they have that pain and provide a way to solve it that has not been tried or successful before. You can separate yourself your value from everyone else's.

In addition to solving the known pain, you need to be able to help them see hidden pitfalls. Future problems that if they address now can be avoided in the future. This is where the insights become deeper.  Show them a problem they did not know was out there. Then solve it.

3. Create True Urgency

Value is created when a need meets a deadline. When adding value, you have to make sure that what you are solving is something that's actually valuable to the client.

You do this by mentioning and using factors that need to be solved because they impact the bottom line and are important because they will give the client a competitive edge.

4. Show Them The Way

Showing how your product is different (and better) than a competitor's product is a foundational step to showing value. Yet, the true value is added when in addition to showing the differences you can then teach and explain how the execution will work. 

Everyone focuses on the end result but most people are scared because they are unsure of the process. Once they can connect you and your product with the actionable plan and roadmap to success, they will use you.  

Bringing it All Together

You can put these four elements into a video, a nicely designed brochure or even on a landing site specific to the customer. Give them the information in the way they want to receive it. Buyers have the power to control the process, yet you have the ability to add more value than anyone else. You can reach out to them first, you can initiate the conversation. You can show them your value. You can give them value. As a salesperson, your only real job is to add value and to help others. You have the power to do that. You should do that. Creating a true value offer is one way to do it.

Photo credit: Constantin Stanciu/Shutterstock

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Mareo McCracken
Mareo McCracken
See Mareo McCracken's Profile
Mareo McCracken is the Revenue Leader at Movemedical where leads the customer success, sales, and marketing teams. Outside of family, reading, food, travel, and sports - driving organizational and individual growth are his passions. He loves finding meaning at the intersection of revenue, organizational health, and individual performance. Sometimes he shares what he finds.
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