How to Create a Unique Value Proposition with Examples

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1. Great Value Proposition Examples

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2. Unique Value Propositions vs Competitive Advantages

Whereas Unique Value Propositions are designed to convey the value of a particular product or service and why you should buy. These are often inter-changeable with tag lines whereas Competitive Advantages are a series of conditions that give the company an advantage over it’s competitors. For example:

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3. Value Proposition Template

1. Who are your target customers? – Be specific about the types of companies and people that you are targeting

2. What are these people trying to do? – What is the value or outcome they are looking for after they have successfully used your product or service?

3. Without? – What aren’t they prepared to sacrifice to achieve point 2?

4. Metrics? – What metrics do they use to measure this?

5. YOUR NEW VALUE PROPOSITION IS – 1 + 2 + 4 – 3.

Here’s an example of how this works. In the first case to make it easy to understand we will use a common B2C example which you will have seen before:

1. Who is your target customer? – Men over 50 years old.

2. What are these people trying to do? – Lose Weight.

3. Without? – Dieting.

4. Metrics? – Ibs of fat and days.

5. THE NEW VALUE PROPOSITION IS – We help men over 50 lose 15lbs of pure fat in 30 days, without dieting.

Here’s the same example for a Business 2 Business SaaS product:

1. Who is your target audience? – Customer Service Directors.

2. What are these people trying to do? – Cope with massive increases in Support tickets at busy times of the year such as Black Friday & Xmas when lots of people want to return goods.

3. Without? – They don’t want to hire and train new staff.

4. Metrics? – Number of support tickets served and period of time support tickets were open.

5. THE NEW VALUE PROPOSITION IS – We help busy Customer service departments handle 10 x more support tickets and reduce open ticket times, without increasing headcount and training budgets.

Got questions? Klozers provides are a full service B2B Sales Consulting provider and would love to hear from you.

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4. Unique Value Proposition vs Unique Selling Proposition

Many people believe a Unique Value Proposition is the same as a Unique Value Proposition and whilst they are very similar there is a difference. The UVP goes one step past a Unique Selling Proposition and conveys the benefit or value of the USP.

Either way it’s important that you find a way to test your value proposition with your target customer. You can do this at little or no cost by running simple a/b test in email campaigns, social media or on a landing page that you drive traffic to.

Many companies use a USP and a UVP, because they are both applicable in the right circumstances. In very general terms a USP is more often used when comparing a product or service against another, whereas a UVP is used for highlighting the end value that the product or service delivers.

Finding something Unique, whether it is a Selling Point or a Value Proposition can be very difficult and open to interpretation, and in some cases both Unique Selling Points and Unique Value Propositions are not unique at all.

Many companies now use Positioning Statements rather than a USP or a UVP which forces the business to clearly define and target a niche. By doing this, they are sending out a message to the rest of the market which says we are not for you.

When you are starting in business this can be counter intuitive however a Positioning Statement helps avoid the trap of trying to sell to everybody and then selling to nobody.

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5. Unique Selling Proposition Examples

The best way to discover your own Unique Selling Point is to simply draw up a Features & Benefits comparison chart.  Once you have identified any differentiators you can use the 4 questions in the table to double check.

Please note this table is for demonstration purposes only and the figures provided are not accurate.  We have no financial connection with any truck companies.

A quick glance at the table shows there are differentiators for both trucks and they could choose to develop Unique Selling Propositions around the following:

Chevy Truck – Best in class fuel consumption, and a best in class 4 year warranty.

Ford Truck – Big engine power matched by big user satisfaction.

Once the products are laid out in detail in a comparison chart it becomes much easier to identify the strengths and weaknesses of each. In addition where a unique value proposition is perceived to be weaker Sales People can turn disadvantages into advantages for example:

Ford excels in User Satisfaction and if the buyer was to challenge the Chevy Sales Rep the Rep could counter with: “We take User Satisfaction extremely seriously here at Chevy, and that’s why we now have the best in class 4 year warranty. No matter what Chevy has your back.”

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6. Sales Battle Cards Worksheet

If you’re not sure how your product or service stacks up against the competition you can download a copy of our Sales Battle Card Worksheet to use as a comparison chart. Once you’ve completed it you can also use this as a Sales Tool for when Reps need quick and easy access to Competitive Information, and lastly you can get them professionally branded in your companies livery and use them as leave behinds.

Here’s a great example of professional sales Battle Card templates you can customise for your brand and create some beautiful leave behinds for your next sales meeting.

At Klozers we recommend Sales Battlecards for every Sales Playbook and you can see how we use them here in OneNote for Sales Management.

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7. Recommend Reading

You can read more about and download all the FREE tools templates and guides mentioned in this article via our Sales Tools page.