Jermaine Edwards breaks down value propositions into three parts: Advantage (your unique solution), Desired Outcome (what the customer wants), and Fear (what they want to avoid). He walks through a manufacturing firm going global and shows how a logistics provider maps to each lens, then gives you a pitch script and template to use right away.
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Hey, it's Jermaine Edwards, your customer growth guide. And if you're new, welcome. If you're old, welcome back to the fold. Today we're going to talk about the ultimate value proposition template to help you reshape or re-energize the way you communicate benefits to your customers. Let's talk about the value proposition template. Now, there are many schools of thought on value propositions. I want to give you one definition that I think is the most accurate to thinking about how we communicate directly with and for our customers. And that is that a value proposition should give the customer the highest possible benefit, the visualization of the highest possible benefit for them of taking action on purchasing a specific solution or taking action on making a specific kind of decision, the highest possible benefit. Based on their own perception. But that's done through 3 specific lenses, which I want to communicate with you today. It's taken from the lens of advantage, the lens of desired outcome, and the lens of fear— the thing that's in the way or might get in the way of them delivering and achieving that desired outcome. So let's talk about how this might be shown to you and shown to your customer. So let's take an example here of a manufacturing company, and they're a customer of a logistics organization that is supporting organizations with distributing their products and services. Now, this customer, who is a manufacturing customer, wants to now go global. They want to distribute their products all around the world to ideal customers in different regions and different countries. And they want to do that because they believe they can impact these customers much better than their competitors, and they want to gain more market share. That's the desired outcome, to increase shareholder value and increase their reach. But they have some concerns. They're concerned about the cost to go to market. They're concerned about the risks of going into these different regions and getting it wrong. The cost of them could be millions, tens of millions of dollars. In that kind of outreach and campaign. So they have some real concerns, but they really want to go and do this because they see the opportunity. So as a logistics company here, what could we do? How can we shape and support this particular customer in believing that we are the most important factor, the conduit to moving them from A, where they are right now, to B, having that global distribution and doing that really well? Well, we can use the Advantage, Desired Outcome, and Fear Value Proposition template. The Advantage is about the specific, unique, specified function or thing that they need in order to get the Desired Outcome. Desired Outcome, naturally, is the thing that they want most, what they want most from that specific, unique functional solution. And then the fear is what's in the way, the thing that they want to remove out of their way in order to get the desired outcome. We can think about the value proposition from those lenses, then we can have greater success in communicating these ideas. So in this scenario, what might that sound like? If I'm the logistics provider speaking with this manufacturing customer, it might sound something like this: Mr. Customer, thanks for sharing the things that you would like to do about going global. We've worked with companies like you who are looking to go global and reach more customers to win more market share, increase shareholder value, reduce the risk to going global, ensure that they are managing their costs effectively so they never have to worry about reducing their ability to, to keep their profit margins, and we help them to do this with the advantage of using our platform, so you don't have to build, they don't have to hire new people, they don't have to increase their cost to get the scale that they want. Would you like us to help you think through how you might do this for your business? Now, all of a sudden, what I've done is simply taken what they've told me and put it through the lens of the Value Proposition Template. The advantage, desired outcome, and the fear. And there are ways in which you can structure this that will make it even more powerful, and I've given you some examples actually in a template below that you can use to do this immediately for your business. I want you to be able to reshape and re-energize every conversation, and it starts with thinking about the advantage, desired outcome, and fear of your customer. So Remember to like and subscribe and ensure that you're with me every Monday and Wednesday to see videos like this consistently every single week. And I'll see you in the next video.
