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A value proposition is a carefully crafted, clear, and simple statement
that reflects the essence of the value a business will provide to a target
market.
The value proposition has three main parts:
- Who is the target customer?
- Why should the customer buy our offering?
- What are we selling?
The skeleton statement below provides a good template for building a
clear and compelling value proposition.
Remember: The more specific and targeted you can be, the
better.
“For ______________ who _______________,
we provide ________________________________
that ________________________________. Unlike other IT services firms,
who ________________________, our company ______________________________
that
_______________________________.”
For |
the target customer |
Who |
specific needs, requirements, demands,
buying criteria |
We provide |
solution name/description |
That |
gives specific business benefits/value
to clients |
Unlike |
the competition |
Who |
provide solution, features, functions,
benefits |
Our company |
more/better approach, solution, functions,
benefits |
That |
offers a better customer experience |
Remember: Don’t use adjectives, use stories. Back up your
claims with real life testimonials, success stories, and references.
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About ITSMA
ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we provide research, consulting, and training to the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.
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