Sales Masters Guild Mentor, Olivier Carion, asks us about our value proposition“Is it compelling? Truly compelling?Sadly, it’s not always up to the mark, but help is on hand.

What? Your prospect, not interested in your message and not excited by the service you provide? This is so frustrating! And it’s not the first time it’s happened. Why?   

Sounds familiar? The good news is that it doesn’t have to be that way… any longer! That’s right, enough is enough. Let’s do what it takes to make sure it doesn’t happen again. Are you ready? Good, here we go…

Over the years, I have heard hundreds if not thousands of messages about services and products from business owners. Let me tell you this: most of these messages have been downright boring and uninteresting. Very few have been compelling and memorable. Sounds harsh?  It’s simply the truth. 

Let’s do a role play. Why don’t you be yourself, the business owner delivering your message, and I will be the person listening to you? Although I will clearly be open-minded, I will also expect you to give me a compelling message, one that will stick in my mind for a long time.  After all, you want it to be present in my thoughts for a few days at least, don’t you?  

In this role play, I will share with you my 7 expectations, which I believe to be the 7 elements that make a value proposition truly magnetic and compelling.  Let’s start…

Give me a concise message that goes straight to the point

Yes, go straight to the point. Don’t faff around. No need to give me lots of monotonous facts about your service. Strip your message to its bare minimum to make it razor sharp. A well-crafted message that goes straight to the point is one that is particularly effective. 

Help me remember your message

Less is more. Distil your message down to 2 or 3 concise points that you want to stick in my mind. Make sure it is devoid of industry jargon and can be understood by anyone. Use a simple structure as well as simple sentences, because that is what can be easily stored in my memory.

Use an informal style

No formalities needed. We’re just having a conversation here. So, stay away from cold and factual explanations. People are more important than facts.  As you demonstrate your genuine interest in me, I in turn will be interested in you as the service provider. Remember, ‘people buy people’.

Tell me what’s in it for me

Give me a brief description of how your service will benefit me. It implies that your message needs to be more about me than about you. Think about the difference your service will bring to me, both personally and in my activities. Your ability to make your message relevant to me will create in me a desire to want to know more.

Don’t hesitate to use emotion

I will make the decision to work with you or refer you to others based mostly on how I feel about you, both about the work you’ve done and who you are as a person. So, don’t hesitate to use emotional words when you can. It has been proven that most people’s decision to buy is triggered by emotion. Although your message is not meant to sell, emotion has its place in your value proposition.

Bring people into your message 

Previous satisfied customers can help you bring your value proposition to life. Their real-life example will go a long way in getting me interested in your service. It is always a good idea to share what your customers say about you. I am keenly interested in what they have to say.

Sell yourself, not your service

Is mentioned earlier, ‘people buy people’ first and foremost. How true it is that you as a person are more interesting than your service. However, most people don’t like to sell themselves, it makes them terribly uncomfortable. Don’t worry, this is simpler than you think. What you need to sell about you is your ability to demonstrate your understanding of me, your prospect. So, ask me plenty of questions to get to know the real reason I would want to buy your service, my needs as well as my wants.

There you have them. Seven elements that can help you make your value proposition magnetic and compelling. Quite a programme, isn’t it? Truly one that I like to cover in my workshops that are attended by motivated business owners who either want to turn their business around or simply take it to a much higher level.

Take these 7 points on board, incorporate them in your value proposition message and see the impact they have. I would love to hear from you, so please let me know how they work for you.


Olivier’s Entrepreneurs Training courses run regularly and are open to entrepreneurs and business owners looking to grow. If you’d like to find out more about the groups before booking, please contact Olivier directly though his Mentor profile page.

Olivier Carion

Olivier Carion

Oliver Carion is a Sales Masters Guild Personal Business Mentor.

With a real passion for the psychology of communication and the architecture that underpins accelerated growth, you’ll quickly realise why Olivier is the man who will help accelerate your business to a whole new level.

Find out more about Olivier on his Sales Masters Guild profile page.

Read more blogs from Olivier.

Pin It on Pinterest

Share This