Selling power: six steps to crafting a unique value proposition for your business

As a digital service provider, how can you avoid falling into the trap of appearing to be like many of your rivals, prompting indecision and indifference among your potential buyers?

Here for you to consider are six steps to creating a memorable value proposition:

1. Listen to your customers – Customer insight is critical. Yes, B2B customer data and insights aren’t as accessible to us as the B2C insights collected using the consumer’s digital footprint. Yes, the market research and surveys are costly. However, a good marketer or a sales rep constantly listens to the market in all and any ways available to them: from annual reports by the likes of Forrester, PwC or Garner; to industry events and conferences your perspective buyers attend; podcasts they listen to; and feedback they give to your customer service via official surveys, feedback sessions and in casual conversations. Continuously learning about your customers’ experiences and needs will also help you evolve your services to bring even more value to customers. 

For instance, if you sell Microsoft Dynamics-based products or services, take a look at this Total Economic Impact report Microsoft has commissioned with Forrester. Additionally, many more Microsoft product-focused market reports are available for your use on Microsoft’s digital channels and in Microsoft Partner space.

2. Be confident – Many value propositions end up underwhelming. This reveals an organization that lacks confidence in what it’s bringing to market. It’s vital to create a sense of tangible improvement by imbuing your value proposition with the key benefits your buyers will tap into. Make a statement that leaves them in no doubt they are dealing with a leading digital transformation specialist who will help them chart a new course towards growth. If you are a small or an SMB-sized vendor, leverage your partnership with Microsoft to amplify your voice. After all, you’re in this game with one of the world leaders in ERP solutions – and sometimes it’s the namedropping that will bring your prospect to the party.

3. Spotlight your unique value add – If your business seems cookie-cutter, your words will have to work hard to provide you with a point of difference to every other tech vendor out there. Hone in on what it is that makes your organization special: it could be a Microsoft Solution Partner designation; an element of how you retain and reward your customers; or a vital piece of product/solution expertise and industry knowledge

your team possesses – all of which will deliver an unrivalled experience and best outcomes for your buyers.

4. Make a promise – Do you have a brand promise, and is it an obvious part of your value proposition? State exactly how your innovation will make customers’ lives better – whether that be the organizational and productivity power of AI tools you offer, or a nod to guaranteed first-class customer service when businesses buy from you. Remember that through your partnership with Microsoft, your promise is also backed by one of the world’s leading ERP providers. If your business deals in Business Central, here you can find the Microsoft Business Central messaging framework which you can incorporate into your value proposition; or search for help articulating the value you provide to your customers.

5. Stay brief and clear – To paraphrase William Shakespeare, ‘brevity is wit’. The more concise you can keep your value proposition, the better it will land. It also works wonders for your team: everyone knows what you stand for and can start to understand their role in completing your mission.

6. See the magic of partnerships – Lots of brands have sealed famous partnership deals and trade successfully off the back of them: from obvious synergies such as Amazon Prime TV and Paramount+ sharing content, to more obscure yet equally impactful tie-ups like Prada and NASA’s spacewear design project. Could we learn from the big brands out there to utilize each other’s influence and impact to strengthen each other’s messaging? At Companial, we think that we absolutely should. So don’t shy away from saying loud and clear that your organization is a Microsoft partner.

If you want your digital solutions to be visible, and your organization’s ‘raison d’etre’ to be memorable, these six steps will help you to complete a compelling value proposition, transforming your success.

The Companial Center of Excellence for Go-to-Market (CoE for GTM) empowers Companial partners to accelerate customer acquisition by enhancing sales and marketing effectiveness through tailored go-to-market activities. Delivered in partnership with Microsoft, the CoE focuses on driving new customer adds for Business Applications-based products and supporting partners in the Microsoft Business Applications (BA) and Copilot space.

Are you a Companial member and would like to supercharge your sales and marketing efforts? Explore the full range of our GTM services on the GoToMarket knowledge hub.