What’s your business’ value proposition?

If your answer is something like, “Our people make the difference,” or, “Our customer service and response time is the best,” you’re not alone – and that’s the problem. Those vague claims are probably killing your sales. Why? Because they’re forgettable, generic, and they don’t tell your prospects why they should choose you. 

Let’s break down why traditional value propositions don’t work, how to stand out by productizing your services, and how to craft a bold, polarizing statement that drives the right leads straight to your door. 

The Myth of Being the Best

Let’s debunk a common myth: Being the best actually doesn’t sell. 

When you say, “We’re the best MSP in the area,” you’re really not saying much of anything. Think about it: every competitor is making the exact same claim, so it doesn’t differentiate you at all. 

The same goes for vague phrases like, “We only hire the smartest technicians” and “We provide better customer service.” While these things sound nice, they don’t solve a specific problem for your client. Prospects aren’t buying nice; they’re buying results. 

So, why don’t these claims work? It’s because they force your prospects to do the heavy lifting. If someone has to guess what you actually do, or how you’ll help them, they’re going to move on to the next provider that makes it crystal clear. 

What you need is a value proposition that cuts through the noise and shows prospects the specific problem you solve, why your solution is different and better, and how it benefits them directly. 

Productize for a Stronger Value Proposition

Productizing your services gives you a clearer way to communicate your value to prospects. 

Instead of telling them that you provide IT support, you can package your services into a clear, tangible offering.

Here are a couple examples: “The 24/7, uptime guarantee package for businesses that can’t afford downtime.” Or, the “cyber shield bundle,” for companies worried about cybersecurity threats. 

By turning your services into products, you make it easier for prospects to understand your value, and see how you solve their specific problems. It also differentiates you, because most MSPs are still stuck selling vague promises instead of concrete solutions. 

The Secret Sauce: A Polarizing Value Statement

Polarization can be a powerful tool for finding your ideal clients, especially in your value statement. Why? Because a strong value statement speaks so directly to your ideal client that it repels everyone else. 

For example, instead of saying, “We provide IT support for businesses,” try this: “We help healthcare providers eliminate HIPAA compliance headaches with our 24/7 managed IT services.” 

Do you see the difference? One is vague and broad, while the other is specific. A honed-in statement lets prospects know that you understand their pain points, and you have the solution. 

By being specific and bold, you attract the right clients, and avoid wasting time on the wrong ones. 

Your Value Proposition Action Plan

Ready to get clear on your value proposition? Here are your next steps:

Get specific. Identify the exact problem that you solve for your ideal clients.

Package your services. Create clear, productized offerings that are easy to understand.

Be polarizing. Write a value statement that attracts the right leads and repels the rest. Position yourself as the go-to expert in your niche.

If you’re ready to create a value proposition that actually drives sales, let's talk.