Overcome Your Anxiety While Conveying Value – Guidelines for a Value Proposition Conversation (TEC#001)

Male in a suit feeling uncomfortable

Read time: ~5 minutes


Executive Summary:

  • Establish a defined flow for discussions: Instead of relying on a memorized script, follow a consistent process that allows for natural and authentic conversations, similar to painting a picture with the same steps but adapting to the moment.
  • Focus on value and problem awareness: Avoid self-centered discussions about how “good” your product is. Instead, identify the reason for discussing your product and describe the problem at hand, being descriptive and receptive to tangents. Understand the pain points of your audience, clumping together common reasons why the problem affects them.
  • Communicate value and future direction: Once the pain point is acknowledged, highlight how your product solves a similar problem, emphasizing the value it brings. Assign a dollar value to the pain point to showcase the financial impact. Additionally, share your business’s vision and goals, illustrating how your company is uniquely positioned to address challenges and make a positive impact.
  • Extra: Create a concise A4 value sheet summarizing the conversation’s value, tailored to the individual’s verbiage. When engaging non-decision makers, focus on discussing value, saving the decision-making discussion for decision-makers. Avoid generic phrases like “faster, cheaper, better,” and be patient in conveying the value of your solution, adjusting touchpoints accordingly.

If you’re like me, discussing what you’re building with your company can be an anxiety-inducing conversation.

Words can only do so much justice, and memorizing a script isn’t the way to go because authenticity is key.

Instead, we can establish a defined flow to guide our discussions.

It’s akin to painting a picture—you can’t replicate the exact same image every time, but you follow a consistent process: setting the background, blending colors, and working with what you have in the moment.

Value proposition is a game-changing topic. It has the power to light up someone’s eyes or divert the conversation elsewhere in an instant.

However, it’s important to remember that your product or service may not be suitable for everyone.

Let’s dive in.


Shifting the Focus

Talking excessively about how “good” your product is can be off-putting and hinder information retention, particularly if you struggle to effectively communicate its value verbally.

The general rule is to remove the focus on “I” in our conversation, including references to your product or service.

Instead, consider why the topic of your product arose.

Is the other person genuinely curious or looking for something in the market?

Describe the problem at hand.

If it’s a common issue in the market, provide an overview without dismissing its significance.

Be as descriptive as possible, allowing the conversation to naturally explore tangents and ensuring the other person understands and acknowledges the pain point, whether they have experienced it or not.

If the issue is specific and the person genuinely considers it one of their top three challenges, take the opportunity to learn more about it.

Bring the pain point to their awareness and delve deeper into its impact.

Remember that every customer is unique, buying for different specific reasons.

Your role as a purpose entrepreneur is to identify one or two common reasons why it affects them.


Deliver Value and Vision

Now that the pain point is acknowledged, communicate the value your product provides.

Highlight one aspect that effectively solves a similar pain point.

You don’t need to explain all the intricacies; rather focus on how your solution can make things better, not just for individuals but for the overall situation.

– Assign a dollar value to the pain point

It is crucial to emphasize the financial impact of the problem.

It helps quantify the costs or losses incurred by the individual or business. By attaching a tangible value to the pain point, you can demonstrate the potential savings or gains that your solution can provide.

For example, if the problem leads to productivity losses of $10,000 per month, you can highlight how your product can help recover that amount or even exceed it with increased efficiency.

Remember, both assigning a dollar value to the pain point and sharing your business direction should be done in the same tone and style of the conversation—authentic, engaging, and focused.

– Discuss the direction your business is heading in.

It’s essential to share your vision and goals to provide a clear understanding of how your company aims to address the challenges at hand.

Illustrate how your product or service fits into the bigger picture and how it aligns with the needs of your target audience.

Whether it’s revolutionizing an industry, improving existing processes, or transforming the way people approach a certain task, articulate your aspirations and explain how your business is uniquely positioned to achieve those goals.

By sharing your vision, you instill confidence in your audience that you have a clear roadmap for success.

It helps them see the long-term value of your product or service and how it can contribute to their own growth and success.

Be authentic and passionate in describing your direction, emphasizing the positive impact you aim to make in the market and the value you bring to your customers.


Additions to help

Create an A4 value sheet—a concise, one-page digital resource that summarizes the value and essence of your conversation.

Don’t limit it to a physical paper size. Create a digital version.

As you engage in more conversations, take note of what can be included on this digital page.

Use it to enhance the conversation.

It should be something that can be easily shared and understood, using the verbiage of the individual you’re speaking to. If that person speaks to a CEO, for example, they should grasp the information at a glance.

Important note: When conversing with non-decision makers, focus on discussing value rather than seeking a decision from them. Every time, emphasize the value proposition without pressuring for an immediate commitment. Save the decision-making discussion for when you can present all the gathered information to the decision-maker, increasing the likelihood of a favorable outcome.

Another important note: Avoid using the generic phrase “faster, cheaper, better.” It lacks originality and has become cliché, even if it accurately describes your product. Find unique and tailored ways to communicate the value your solution provides, highlighting the specific pain points it addresses.

Another another important note: Be patient. Understanding the value of a solution takes time. If your solution takes three months to alleviate a problem, ensure you have touch points throughout that period to discuss the ongoing value. As purpose entrepreneurs, let’s focus on providing material for each day. If you have that, you’ll never run out of valuable topics to discuss.

→ Today’s Action Step: Have 3 separate conversations on 3 different mediums: Face to face, text chain, and e-mail; using these guidelines and additions.