Nothing is more important for success in B2B, than having a good value proposition. The lack of attention that B2B companies give to this topic keeps surprising me: it’s like starting to write a book without having a story in mind.
But what is a good value proposition in B2B? Of course; it should be short, compelling, unique,… but that’s not the main issue. A strong value proposition should be built outside-in: thinking about the customer’s situation in the first place, rather than about your own products and services.
Therefore, it’s good to start working around 3 key topics:
- What is the job that my potential customers need to get done ? By the way, ‘wholesale’ or ‘industry’ are not jobs. This are just verticals. What we are talking about, is more like a role-based approach approach, similar to one used in the Persona model.
- What are those people’s main pain points ? What are the daily challenges and obstacles that prevent them from doing their job properly? By the way: those same pain points also need to be addressed by salespeople during their meetings with customers!
- Which potential gains could really help those people doing their jobs better ?
Applying these 3 principles will help you talk about the customer rather than about yourself and end up in a strong value proposition. And when you relate to your own offering, it will automatically be about benefits, not product features.