How to Create a Value Proposition That Works

Do you ever struggle to explain what you do in a way that clicks with prospects? My guest, Zoltan Vardy, is here to help. In this episode, he walks us through a live roleplay to demonstrate how you can clearly articulate your company’s value and get your message across with ease. Grab a pen and paper—you’ll want to jot down his simple, practical framework. Meet Zoltan Vardy ·  Zoltan Vardy is a B2B sales advisor, author, and speaker who helps founders accelerate their revenue growth by sharpening their focus and structuring their sales to scale faster. ·  He’s generated $2 billion in sales over his 30 years as a C-suite executive and entrepreneur and has helped 200+ startups in 26 countries close high-ticket deals using The Launch Code sales framework — also the foundation of his book on founder-led sales.  ·  Zoltan has had successful exits as a founder and investor and is chairman of Antavo, an enterprise SaaS tech company. The Sales Messaging Problem ·  Salespeople and founders often list features and benefits when talking to customers, but this can overwhelm prospects with technical jargon, leaving them feeling confused. ·  With so much noise in today’s digital world, clarity and brevity are more important than ever. Zoltan’s Five-Step Value Proposition Framework ·  Zoltan shares his five-question framework to craft a powerful value proposition: o  Identify the Problem: What is your target customer struggling with? What question are they asking themselves that your business answers? o  Define the Target Customer: Who are you trying to help? What are the key traits of these companies or individuals? o  Describe Your Product/Service: What is your offering in clear, simple terms? o  Highlight the Key Benefit: What is the main advantage your customer gains from working with you? o  Clarify Your Competitive Advantage: What makes your solution uniquely compelling and difficult for competitors to copy? Live Walkthrough: Crafting a Value Proposition for Blue Mango ·  I volunteer my own production company, Blue Mango, as a case study. Together, we dive into each step, discussing: o The challenges faced by traditional manufacturing companies in creating engaging content o The needs of marketing leaders at these firms for more lead generation and greater brand authority o The importance of defining Blue Mango as a content production agency with a sales focus o The main benefits: saving clients time and generating qualified leads o Blue Mango’s competitive advantage: expertise in integrating sales strategy with content production The Final Value Proposition ·  Using Zoltan’s structure, they draft a clear, compelling value proposition for Blue Mango: o    “Blue Mango is a content production agency that helps traditional manufacturers generate leads by building a turnkey service that delivers social media and podcast content focused on supporting sales.” ·  Zoltan emphasizes that this message is succinct, easily repeatable in any setting, and serves as a launchpad for deeper conversation. Tips for Refining Your Message ·  Keep the language natural—imagine explaining what you do to a bright 12-year-old. ·  Avoid cramming in too many details or buzzwords. ·  Test your value proposition in real conversations and refine it as you go. ·  Remember: the purpose is to spark curiosity and open the door to further discussion, not explain everything at...