Value Proposition Creation with Daniel Nilsson

In this post we share some highlights from our interview with Daniel Nilsson, CEO of the Sweden-based Consulting Firm Up Strategy Lab, and Co-Founder of MuchSkills. To listen to the full podcast, click here.

What is a B2B value proposition?

  • A B2B value proposition is the thing that will make your prospect want to move forward in the sales process; It is a clear statement of the outcomes they can expect.

  • It is not a glowing description or a slogan.

The customer’s perspective is critical to building a strong value proposition. How do you think from their perspective throughout the process?

  • Listen to your customer Above All Else. Take a look at this video by Clayton Christensen recounting how he applied this principle when working with McDonald’s to formulate the world’s best milkshake proposition.

  • Remember, we are affected by time. We tend to believe that whatever we have heard from customers in the last 2 weeks reflects all our customers. Avoid this pitfall.

  • Focus on empathy for the customer and their needs and priorities.

  • Question the assumptions in the room constantly.

How can sales leaders drive value for their teams?

  • Recognize there is not one, but many value propositions for their business.

  • Place all of the value propositions in order of importance based on your target buyer

    •  Try this tool from Strategizer, their value proposition canvas

    •  Rank the value propositions based on what the customer feels is the most important

  •  A value proposition, in a sales context, is a set of micro-stories put together

    • A sales leader can have a single value proposition story that can be applied to all sales situations

    • The best salespeople will learn how to adjust their value stories, based on what they know about the customer they are talking to

How do you translate this into a compelling pitch deck?

  • When you are starting out, focus on building a great pitch deck and reflecting your value proposition on your website.

  • The pitch deck is like a little movie, with you as the narrator.

  • Each slide should be single-minded, focused on one element of your story, with a clear headline.

  • Allow yourself to put a little more text on each side so it can travel as a PDF on its own.

Playbooks provided for free to your customers can be an excellent way to bring your value to life

  • Consider designing and creating a guide for your prospects.

  • Offer it for free on your website, not hidden behind a form or log-in wall.

  • Include lots of links to other external web sources to enable improved SEO for your site.

  • Don’t go cheap. Make this play book valuable and impressive for your prospects so that they come back to you for more.

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Peter is an executive advisor, consultant, and facilitator who happily lives and breathes sales strategy and customer experience. With a razor-sharp focus on making sales teams more effective, he combines his creativity, collaborative style, and relentless drive for results. Before Portage, he held VP roles in sales, marketing, and product innovation at LoyaltyOne, Epsilon, The Toronto Region Board of Trade, and Engage People. When he’s not exploring new sales strategies, he’s taking in the great outdoors.

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