A company’s value proposition communicates the number one reason why a product or service is best suited for a customer or for a market segment. A value proposition is about finding the unique value a company offers to its customers compared to other competitors in the same marketplace.
Most people know about the importance of having a value proposition, but very few companies have an effective value proposition. Alike, sales engineers often don’t establish their own value proposition that represents them and align them with their company’s value proposition. A sales engineer’s value proposition is a positioning statement that explains what benefit he provides for his customers, based on his engineering background.
Identifying your unique value proposition compared to your competitors is the main pillar that establishes your success in sales because potential customers can quickly understand what your company has to offer, and what technical knowledge can you provide from your consultative and engineering perspective.
If you want to create a strong differential between you and your competitors, make sure you take into account the point of view of your target audience and explain your value as a sales engineer, in a way that will appeal to them. It’s essential that your value proposition includes a unique selling point or feature that sets your company apart.
To create an integrated, unique, cohesive value proposition, start by brainstorming: Which needs are you going to meet? What are your technical strengths? What are your commitments and motivations? What knowledge can you share? What can you contribute to your client’s personal life? How can you help improve the employment status of your customers?
Highlight what makes you different from other sales engineers. While your value proposition should help differentiate you from the rest of the industry, keep in mind it’s not a slogan, tagline, or job search. Your value proposition needs to be in the language of the customer. To do that, you need to know the words your customers use to describe your offering.