Value Propositions

Does your organisation have clear definition and message on the unique benefits and value of your offering positions to the target customer?

As language providers often think about product and service offerings, which can miss the importance of defining the value it can bring to a potential buyer, hence the need for a clearly defined value proposition.

In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide, for who, and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.

Value propositions need to clearly articulate what your competitive advantage is and why the client should use your services/products, instead of competitors.

Like an elevator pitch it needs to be concise, and your teams need to be able to practice the message so that it becomes natural. It is also a promise that you need to deliver, so don’t make it up or oversell yourselves.

Having a clear message will help you connect emotionally with people, as customers generally are more likely to do business with people they can relate to.

There is a famous phrase about why we were given 1 mouth and 2 ears. Salespeople like to speak. We must LISTEN to our clients. Do not have pre-conceived ideas of what you think that your potential customers want.

We need to understand the individual client pain points, and listen to their priorities, and not make cost the priority. Certain sectors are saturated with language service providers (LSPs), and demand is high, thus it is imperative that you focus on your differentiation.

Don't try and differentiate on price. You don't need a Salesteam for that!

Relationships, trust, knowledge and flexibility have been identified as the key customer drivers, and you should be messaging your uniqueness on how you clients value this differentiation in the sectors you serve. Also, be aware of your competitors in these sectors and the message of differentiation they are positioning vs reality of the offering the provide.