Back-up Your Message with Value Drivers
The most effective value propositions are backed up by a set of well-articulated value drivers. These are a set of key words that highlight key value points that are front-of-mind for the buyer as they work through their buying process.
To create a set of Value Drivers, begin by answering the following question: What are the most important values that guide your buyer in considering products or services in your offer category?
Notice that the question is not about the most important features of your offer. These values should relate directly to only the needs and wants of your buyers. Here are some options that a buyer looking at vendors of social media market analytics might find important. The essence of the driver is bolded.
- Breadth of information sources
- Accuracy of the information
- Timeliness of the information
Strengthen Your Value Drivers with 2 Tests:
Test 1: Can you quantify the value point?
Two options: 1. Use hard metrics such as real numbers or percentages that measure increases or decreases in factors that buyers’ value (pipeline, revenue, wins, cost savings, etc.). 2. Approximate any subjective aspect (attribute, characteristic, property) of the stated driver into numbers, using statistics, actual numbers or metrics, survey results, expert quotes.
Test 2: Can you prove that your offer delivers on the value point?
Proof consists of quotes from experts, testimonials from clients or partners, market analyst quotes or reports, outside research studies, case studies, facts from industry sources, or other evidence from objective third-party sources. This must be factual information, attributed to a credible external third party who is talking about the substance of the Value Driver.