If you’ve ever been in sales, chances are, you’ve heard of value propositions.

You may know them as “benefit statements” or an “elevator pitch”. Quite simply, this is a sales professional’s statement that very succinctly tells the prospect the value they offer.

If you do a Google search for “value propositions”, you’ll find countless articles about the importance and effectivity of these statements. They are often treated like a mythical spell, giving the sales professional power to close the deal before the elevator doors open at the 5th floor.

However, it’s not that simple.

The value proposition is not meant to “get people to buy from you”. Instead, it’s a tool used to qualify your leads and to create curiosity and interest. Consumers today make informed decisions based on a certain level of trust before they buy. So, chances are, you’re not going to make a sale in an elevator, even if you’re going to the 100th floor.


[tweet_box design=”default” float=”none” excerpt=”Value propositions not meant to “get people to buy”. Instead, they are a tool used to qualify and captivate. #salestips @piciandpici”]

Value propositions not meant to “get people to buy”. Instead, they are a tool used to qualify and captivate.[/tweet_box]


Now, while you may not close the sale, short interactions and introductions are a great opportunity to generate interest with a prospect. This is the purpose of that one to two sentence value proposition. When the elevator doors open at the 20th floor, the person across the car should be more interested and curious about what you do. They should want to follow-up and book an appointment, if they are interested in the benefits you provide.

But, getting people interested in my products isn’t that easy!

You’re not wrong. The value propositions themselves are meant to be simple and straightforward. Their simplicity causes some to make the mistake of believing their creation should also be simple. However, nothing could be further from the truth! HOW to create these statements requires:

  • A complete and focused knowledge of the consumer market being targeted.
  • The benefits (not just the features or products) being provided.
  • Knowledge of the needs and wants of the specific client.

Do you know how to determine this information?

When we do not acknowledge the intricacies at play, the teaching done about value propositions will not go deep enough. Staying too abstract, with a big picture view of purpose and importance does not help in practical application. While knowing purpose is important, in order to be effective, training must take the next step. This is why teaching the step-by-step process of HOW to create these statements is so vital.

So, if we could show you how to captivate more clients with uniquely crafted value propositions, would that be worth 30 minutes of your time?

If you said “yes” then check out our new eBook below!

The Value Proposition Template is going to take you through the step-by-step process of how to write powerful and effective value propositions. The process is standard in its application, providing the framework template. However, the template also has flexibility. This allows for creativity with the specific clients, benefits, results, and solutions, making them perfectly tailored for any industry.


Create More Clarity. Captivate More Clients. Close More Contracts.


How To Write Powerful Value Propositions

powerful value propositions template

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