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In a recent study related to Value Propositions (VP), a startling fact that came out  –  nearly 45% of the participants did not   have a clearly–defined VP. Without a clear VP, there is no way you can communicate the same, in a clear and precise manner. In other words, there is no way your prospects can connect  with your VP and want to do business with you. It would be a safe bet to say that, of the 55% who said that they did have a clearly–defined VP, 50% or more do not have a compelling, client–centered, winning VP !! Where do you stand ? Is your VP becoming a flat, lifeless line ?? 3–Step Process to a Winning Value Proposition Step 1 : C larity Clarity can be of 2 types  1.      Clarity around the critical components of your view of the VP – Target Market, Ideal Client and our Client–Centered (Mission, Vision, and Values). Without this clarity, your area of influence is going to vague, at best. Do not ever think that it is your prospects’ job to figure out you

We are very familiar with USP, which needs no further explanation. Of late, my thoughts are moving towards ESP. From the time I realized that, even though we are logical in our thinking, most of our purchase decisions are made on the basis of emotions, which are then justified by logic. I am sure, you have faced such thoughts too. So, it would be safe to say – USPs are great but ESPs may be even better . Let us explore below, if indeed it is so.  Misconceptions about USP We have taught, since day 1, to sell a product (or service) we need to be differentiated from the competitors and then communicate this difference to the prospect. Branding also has a concept of Points of Differentiation . USP raises the differentiation the next higher level, by pointing out what is special (read that as Unique) in my product (or service), so that it stands out at the time of final decision making. People and Companies are becoming overly attached to being unique, in the name of  competiti