There is so much written about crafting a value proposition – or an elevator speech. I’ve written about it in the past as well. You can read that post here for information on how to craft it.
What I want to share with you in this post is how dynamic a value proposition can be – and the different version you need at the ready.
A value proposition communicates three things: why you, why your company, and why now. It does so in terms of the benefits for the prospect.
But it can’t be rote memorized. Your value proposition needs to be dynamic. When you explain why you, you need to do it in a way that speaks to your audience. In other words, if I’m speaking to an institutional investor, I may communicate how I produce returns for my clients. If I’m talking to a widow, I may communicate how I take the headaches out of a real estate transaction and simplify the lives of my clients.
You don’t commit intellectual suicide when you are prospecting. You have to think and anticipate. And then act accordingly.