You may have heard the term customer value proposition, or CVP, but what does it really mean? Essentially, a CVP is a statement explaining why you’re the best promo provider for your clients. It isn’t a catchy tagline but a chance to show clients what’s in it for them and why they should work with you.
Cherilynn Castleman, a managing partner/executive coach for sales training and coaching firm CGI, says a great CVP makes an emotional connection. It shows how your solution can make the prospect’s life easier, their job more efficient or their business more successful. Castleman says it takes time to create a compelling CVP, so plan to make several iterations.
In this issue of PromoPro Daily, we share Castleman’s guidance on what a great CVP should include and how to write a concise but compelling statement of your own.
What goes into an effective CVP? According to Castleman, your customer value proposition should highlight how you interact with clients, the innovation behind your products and how you provide an exceptional client experience. The most important thing, she says, is to understand your prospects’ pain points. Without this understanding, you won’t resonate with them.
Now, how do you write the CVP? Follow Castleman’s steps:
Identify your target customer. Who are you trying to reach? What motivates them and why do you think you can help them?
Determine their pain points. Dig deeper into the frustrations your target audience is facing. When you understand how you can address their needs, you can make your promo offering more relevant.
Describe your solution. Explain how your product or service can solve their problem, Castleman says. Solution selling and value-selling techniques can be helpful in this step.
Highlight the benefits. Castleman recommends focusing on the primary benefits that will matter most to your audience.
Differentiate yourself. How do you stand out as a promo expert? According to Castleman, you should clearly state what makes your solution better or different from others.
Provide proof. You know all those happy clients you have? Tap them for testimonials or write up case studies to validate your claims.
Your CVP is a chance to show prospects not just the promo you offer but why it matters. When you show how your promo solutions can solve their specific challenges, you can build trust, stand out from the pack and close more deals.
PromoPro Daily is pausing for Thanksgiving. We’ll be back in your inbox on Monday, December 2. We’re grateful for our readers and wish you a wonderful holiday!
Compiled by Audrey Sellers
Source: Cherilynn Castleman is managing partner/executive coach for CGI, a sales training and coaching firm. She’s also the chief learning officer of the National Association of Women Sales Professionals.
