1.
How To Win Customers &
Influence Sales
…With Your Unique Value Proposition
Profitkoach.com.au 2017

2.
Your Presenter
Brian Bijdeveldt
• Founder of Profitkoach Small Business Growth Specialist
• Service & Manufacturing Business Coach for 10 years
• Specialities - Analysis, Strategy and Marketing
• Certified with IBG,ICF
• Certified in Copywriting & Email Marketing
Profitkoach.com.au

3.
DELIVERABLES
• Transformation – The 7 Things Your Prospects Want
• How To Score Your Value Proposition
• Discover How Desirable Your Business Is to Your
Prospects
• The Importance Of Personal Value in a UVP
Profitkoach.com.au

4.
What Is A Unique Value
Proposition?
“The factor or consideration presented by a
seller as the reason that one product or service
is different from and better than that of the
competition.”
- The Entrepreneur.com encyclopedia
Profitkoach.com.au

5.
The Problem…
• Many businesses do not have a unique value
proposition
• Those that do may have an Incomplete UVP
• UVP focus is on business value – lacks personal
value
Profitkoach.com.au

6.
Why Do You Need A UVP?
• Makes you stand out from the competition
• Makes your offer more desirable
• If more desirable…more interest, engagement
and conversions
• Allows for easy qualification of prospects
(better qualified prospects means higher
conversions for the same effort)
Profitkoach.com.au

7.
UVP Components
Differentiation
Profitkoach.com.au

8.
Differentiation…
7 Things Your Prospects Want
1. Is your value proposition measurable?
2. Faster than competition
3. Easy
4. Simple
5. ROI
6. Significant benefit
7. Targeted
Profitkoach.com.au

9.
Your Value Score
(46/70)*100 = 65.7%
Aim for at least 3
of 7+
& > 50%
Vague DifficultSlow Complex
Can
Measure Faster Easier Simple
Insignificant
High ROI Significant Targeted
BroadLow ROI
1
2
3
4
5
10
Attribution: Leadsology.guru

10.
• You need to understand
your ideal prospect to
create services and
products that meet their
needs
• To measure desirability of
your UVP you will measure
fit of services and coverage
against persona criteria
Profitkoach.com.au

11.
• Have you got them?
• All about the pains, gains and jobs
• One for each customer segment
• List the customer must haves, wants & needs
• Prioritize them
Sources of information:
• Interview current ideal customers
• Online forums
• Facebook groups
• LinkedIn groups
Customer Personas
Profitkoach.com.au

12.
YOURPERSONA
The Pains
What keeps them awake at night?
What do they wish they could solve?
What is it costing them?
The Gains
What do they hope to achieve?
What does the ideal solution
and benefits look & feel like?
JOBS
Consist of functional, emotional
& social aspects. How they look
to peers – how to perform their
role effectively.
GAINS/WANTS
JOBS
PAIN/ISSUES
Profitkoach.com.au - Attribution Alex Osterwalder – Unique Value Proposition Design

13.
Must address:
•Personal value as well as business value
•Fear of loss, failure, looking bad or
making a mistake (guarantees/testimonials/case studies)
Profitkoach.com.au

14.
YOURSERVICESFIT
The Pains
Describe how your services take away
each individual pain point…
Rank from mild - severe
The Gains
Craft services to ensure benefits
Rank gains from must have to
nice to have
Address personal value & business
value. Address Fear, Obstacles &
Risk – Rank High to Low.
GAINS/WANTS
JOBS
PAIN/ISSUES
Profitkoach.com.au

15.
Why Are Personal
Values So Important?
Profitkoach.com.au

16.
68%
The percentage of buyers who
would pay a higher price when
they see a personal value in the
value proposition.
- Executiveboard.com whitepaper (3,000)

17.
71%
The percentage of B2B buyers
who will purchase if they see a
personal value in the value
proposition.
- Executiveboard.com whitepaper (3,000)
Profitkoach.com.au

18.
48%
Of B2B buyers said they have
wanted to buy a new solution,
but haven’t based on the
perceived risk.
- Executiveboard.com whitepaper (3,000)
Profitkoach.com.au

19.
X2
Personal value has twice the
impact on decision making that
business value has.
- Executiveboard.com whitepaper
Profitkoach.com.au

20.
RECAP
• Differentiation – The 7 Things Your Prospects Want
• How To Assess Your Value Proposition Score
• Discover How Desirable Your Business Is to Your
Prospects
• Personas
• Importance of Personal Values In Your UVP
Profitkoach.com.au

21.
My Challenge To You!
• Create or revisit your customer persona/s
• Compare your services/product for fit/coverage
• Use a tool like the value slider to score your services
• Rank your services/ product of your top 3 competitors
• Compare
• Identify attributes of your UVP that need modification
Profitkoach.com.au

22.
QUESTIONS