What Is Your Client Really Buying From You? How to Create a Winning Value Statement [with Examples & Templates]
You know that a strong value statement is crucial for your company to thrive. It’s that power statement — those magic words — that tell your client that you understand their problem and have the perfect solution at the ready.
Though value statements are often brief, the process of getting to those precise, honed words can be anything but. So, here are some hacks and examples to help you write your own winning value statement.
Questions to answer with your team
Before you put word one down on the page, you want to make sure you have these five questions answered with your team:
1. Who is your client? “Anyone” is never the answer. Try our Ideal Audience worksheet if you’re struggling to define your market.
Example: Full-time long-haul truck drivers
2. What problem are they facing? Put yourself in your client’s shoes. What are they struggling with that your service will help them with?
Example: Truck drivers struggle to find time to eat and sleep while meeting demanding scheduling expectations.
3. What do you offer? Be sure to articulate what you offer from your client’s perspective. So, your app may have the most cutting-edge framework ever and you may be totally geeked out about it, but your clients care most about what your services offer them.
Example: A voice-activated app that optimizes truck drivers’ routes and identifies weigh stations, truck stops, and hotels with driver discounts along the way.
4. What differentiates you? Think of the superlatives that you and your team use to describe your product: is it the first, the fastest, the easiest, the only one of its kind? Focus on why your client should pay attention to your solution over all others like it.
Example: First navigation app built with truck drivers in mind.
5. What are the benefits of your solution? How do you solve your client’s problem? How will their life, work, or situation be different once they adopt your service?
Example: TruckerMap shaves time off your drives, identifies the food you need to fuel your trips, and keeps you well-rested and safe.
Putting it all together [examples + templates]
Now that you have all the elements, you want to put them together in a way that’s attractive, easy to process, and memorable. Here are some hacks for doing just that.
Write one powerful sentence
The most straightforward way to build your value statement is to connect your client and their challenge to your services and benefits in one, clear sentence. In Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, Geoff Moore suggests using the following template to do just that:
Compare your service to something your client already knows.If you can find a way to compare your service to another well-known product in another industry, you’ve found a shortcut to conveying your value proposition. By relying on your audience’s knowledge of the familiar product, you can quickly say a lot about what you offer.
Focus on who and how you help.Steven Blank’s suggestion for cutting through the noise is to frame your value proposition in a way people will easily understand. He suggests focusing on who and how you can help.
Nail your elevator pitch.Building off of Dave McClure’s How to Pitch a VC presentation, which encourages businesses to focus on short, simple, memorable keywords or phrases, use this simple template to define the elevator-pitch version of your value proposition.
Challenge yourself to be brief.Ernest Hemingway was once challenged to write an entire story using no more than six words. Since then, many writers have similarly tried to pack an entire story into as few words as possible. Can you convey the value you provide in six words or less?
Want more templates? Check out our Value Messaging Worksheet.
Looking for more on how to grow faster? Check out 10 Sales Tactics CEAVCO Audio Visual Used to Generate $2 Million in New Revenue.
Good advice isn’t designed to make you feel better. It’s designed to make you better, says author, entrepreneur, marketer, and public speaker Seth Godin. If you’re reading this, it means you want to learn how to make your own sales team better.
Maybe you want to see your team embrace a stronger sense of camaraderie. Or perhaps you want your salespeople to set realistic goals quarter after quarter — and reach them. Sometimes you may need to address negative behavior head on.
Most managers and CEOs don’t enjoy giving feedback. But when you ground feedback in strategic understanding, root it in constructive honesty, and use it to promote individual and collective growth, feedback creates a profound moment of vulnerability between you and your team. This can be a catalyst to elevate your team from good to great.
Here’s how to do it.
Focus on your organization first.
Giving feedback to individual employees without first taking deep stock of organizational health is like having your doctor only examine your liver during your annual check-up. You’ll get a really great picture into one small aspect of your health. But that information will be partial at best and deadly at worst without a clear understanding of the bigger picture.
In the same way, all of the following advice will fall flat — or worse, give a false sense of progress — if your feedback strategy isn’t grounded in a deep understanding of your organizational strengths and challenges.
Tailor feedback to the individual.
Feedback isn’t one-size-fits-all. One employee may need you to include a lot of actionable ways they can improve while another may work better if you let them work out solutions on their own. Some may prefer a lot of praise and recognition before any feedback while others may need problem-solving conversations to be as to-the-point as possible.
Before you start revamping your feedback strategy, explore what kind of feedback is best for each team member. Consider implementing personality or strengths assessments. Pay attention to what feedback strategies yield the best results for each of your employees. And, as you read the rest of this article, reflect on how each of the suggestions may be implemented differently to best serve each of your team members.
Lead with questions.
Think about the different meanings of feedback. When there’s something wrong with the way a sound system is set up, everyone within earshot may hear the telltale whine of feedback. And often, it takes someone with a view of the entire system to locate the reason for the offending noise.
In the same way, your employees will likely know something needs to be improved. They can hear the urgent sound, like an alarm, telling them that things aren’t operating smoothly. But, they need your system-wide view to help them locate the problem and fix it. And just as a sound engineer may need to examine an individual amp or microphone, you need to ask an employee the right questions to fix the problem.
When you begin a feedback session, start with curiosity. Find out your sales team’s or salesperson’s thoughts, then explore the overlap between their challenges and the feedback you’re providing.
Be honest, but not too honest.
When a leader isn’t honest with their team, it’s also pretty obvious. It may manifest as passive aggressive comments that avoid naming necessary changes. Or, a leader may scapegoat all problems on an individual instead of looking at ways to make systemic change.
It’s important to be honest with your team — it shows vulnerability and breeds trust. But being honest doesn’t mean being harsh or shutting down conversations. You want your team to grow, and judgment and negativity won’t get them there.
Out of anger, you may feel like telling Dan, a new sales team member, that he ruined a potential client relationship for good by not being prepared for his presentation. Even if it’s true, that feedback won’t inspire him to make changes. Most likely, it will make him feel unproductive.
Instead, shape your feedback using the previous items on this least. Consider if there are any organizational issues that may have made it difficult for Dan to do his best. Explore what kind of feedback will be most meaningful to Dan. And ask him for his thoughts and rationale on the presentation and see how you can become better aligned in the future.
Focus on forgiveness.
Even though you know intellectually that erring is human, when the health of your business is on the line, it’s hard not to expect perfection. Holding a grudge because of a mistake a team member makes, though, can breed a negativity that infects the team. Not truly forgiving an employee leaves them vulnerable to future punishment — something that doesn’t inspire a team to improve — to get that much closer to perfect.
Instead of dwelling on mistakes, you get the divine role of forgiving. Make it part of the feedback process. Kim Cameron, from the University of Michigan, notes that a culture of forgiveness in organizations leads to increased employee productivity and less voluntary turnover — and a company culture that breeds trust.
When a team leader doesn’t look at how they can improve themselves, it makes it difficult for team members to follow suit. If you aren’t honest about your own performance, it causes blind spots that don’t allow you to lead your team effectively. And when those blind spots are around leadership and the behavior you model for your team, the problems you’re hiding from can spread quickly.
So as you’re doling out feedback, don’t forget about yourself. Ultimately, it’s your job to drive company growth, and asking for feedback yourself makes you a more effective leader.
In the Dan example, you could end with a question: “Do you have any feedback for me as a leader? Is there anything I can do to help you be more prepared in the future?”
Make it a habit to ask your sales team for advice on how you can be a better leader for them. Listen to their ideas and take action on them. When your sales team sees you consistently improving and making an effort to grow with them, it sets a foundation for a team that trusts one another.
If you want your team to grow, start with giving individualized feedback. While it’s not always enjoyable to deal with a team that isn’t performing, addressing what needs to change is the first step in creating the success you want to see.
How do you create the most effective feedback for your team? Let us know in the comments below.
Trust is one of the most important attributes of any high-performing team. Just ask Jeremy Bloom, a former Olympian and pro football player who is now a tech CEO. He wrote in Entrepreneur: “I’ve been on losing teams and high-performing ones both in the NFL and in the business world, and the common thread of success is trust.”
Trust isn’t quantifiable, and cultivating it takes some work. But many strategies exist to help you create a welcoming company culture and build trust within your sales team. Here are 5 strategies you can implement starting now.
Foster real connections
Teams that trust each other accomplish great things. Think about any Super Bowl champions. Not only do they work together every day, but also they spend time with each other’s families, eat dinner together, and celebrate wins (and losses) together. Many remain friends for years, even as they move onto different teams.
Your team is no different. The stronger the relationships between your team, the stronger the trust — and the stronger your company.
Simon Sinek, author of Start With Why and Leaders Eat Last reinforces this message: “A team is not a group of people who work together. A team is a group of people that trust each other.”
Make it a priority to gather your team for meaningful interactions outside of meetings. Donate to their kids fundraisers, sponsor in an employee in a cause they believe in, or give them a bottle of wine to celebrate their parents’ birthday. These show commitment to both the individual and the team to build authentic trust.
Nix the judgment
Just as real connections lift a team up, judgment tears it down. This kind of negativity seeps into any team if it’s not addressed.
Rich Karlgaard, author of The Soft Edge: Where Great Companies Find Lasting Success, says that mocking irony, snark, and cynicism can be compelling, but they’re toxic to your company’s culture.
Don’t let criticism get the best of your team. Instead, address any negative behavior over time. One-on-one meetings work well for individuals. Then, hold team-wide meetings if necessary to solidify the message.
Model the behavior you want to see in your team. Your actions and words serve as a blueprint for your team’s behavior, so model the behavior you want to see in them. By walking the walk, you’ll create lasting patterns and cement positive team culture.
Create a safe space within your meetings
If members of your team are afraid to open up or feel they can never perform at high levels, it inhibits them. They may clam up at meetings or become your echo, rotely agreeing with all of your input. If you really want to know what your team thinks, you need to create a safe space for them to tell you the truth.
Creating a supportive environment is tricky to do. Individual team members’ egos, pressure to hit numbers, and interpersonal differences are formidable opponents. Building a strong foundation of trust and transparency takes time and hard work.
There’s no magic bullet to make teams feel secure enough in their positions to share what drives them and what stands in their way. But a good way to start is to model the behavior you want to see in your team. By being accountable to your team and honest about your own missteps, you can inspire the transparency and vulnerability that’s integral to a team that trusts each other.
Encourage positive, strategic feedback
Too often, feedback is seen as sharing employee pitfalls. This negative perspective can make employees avoid seeking input on their performance, hide perceived failures, and miss their goals.
You can be honest without bringing your team down. Frame missteps, errors, and losses in a positive light, as opportunities for learning. This encourages deeper trust and allows your team to grow and evolve.
Further, to break the association between feedback and finger pointing, tie feedback to larger strategic goals. This also strengthens a sense of team responsibility and contextualizes individual challenges within the organization’s greater mission.
Let transparency lead the way
If sharing positive feedback or creating a safe space doesn’t come easily for your sales team, it may be because you aren’t modeling true transparency.
Lack of clarity about foundational aspects of your organization — from your vision to what value you provide your customers — can thwart attempts to lead with transparency. You can share your thoughts, personal insights, and experiences openly, but if your team isn’t aligned on company culture and sales culture, these attempts are going to fall short.
Ground any efforts for greater transparency in total alignment on your organizational building blocks. Only then can you achieve the openness that naturally creates trust — and a path towards a healthy, aligned company culture running towards the same goal.
Adopting the strategies above will help you create a culture that encourages trust. By developing real connections, creating safe spaces, and developing alignment and transparency, you and your team can reach your goals.
How do you build trust within your team? Leave comments below.
I’m Karl Becker and I help individuals and organizations improve how they sell. My focus is on clear, concise, actionable solutions.
In short, I'll show you how to increase performance and generate more revenue.
This blog shares approaches, tools, and ideas that I have seen create success.
If you’re interested in discussing anything, please reach out.