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Benefits of a Customer Value Proposition for B2B Sales

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Part of your overall business success is getting your products or services in the hands of the right target market. To achieve this task, you need to effectively communicate the value that awaits potential prospects if they choose to do business with you. Your value speaks to prospects’ pain points and sheds insight into what differentiates your company from your competitors. 

This is where a  customer value proposition comes in. Crafting a customer value proposition (CVP) aids your company in narrowing down a particular set of prospects you’d like to focus on. A CVP can also help you decide how to best communicate the benefits and solutions you can offer. This process can be especially beneficial for B2B buyers, who have more specific needs and require approval from more decision-makers than B2C sales.  

As a result, this guide will outline the top benefits of creating a customer value proposition for B2B sales, helping your company reflect on its values and receive higher conversions. 

What Is a Customer Value Proposition? 

Before exploring its benefits, it’s important to know the exact purpose of a customer value proposition.  Value propositions are often mistakenly used interchangeably with customer value propositions. While both are used to demonstrate the value, perks, and differentiators among your business and the competition, a CVP is more specific, targeting a distinctive set of potential customers. 

Therefore, it’s imperative to do some field research of the target market — in this case, your B2B prospects — to understand how to appeal to them. You can take the time to build up a  customer profile of your B2B buyers that focuses on both their buying motivations and challenges. With this knowledge, you can successfully craft a CVP that is direct and targeted. 

Top Five Benefits of Customer Value Propositions for B2B Sales

In crafting a CVP, you not only take the time to understand your customer better, but you also have the opportunity to create a stronger company direction and focus. Here are the top five benefits of CVPs for you and your team. 

1. Gets Your Sales Team on the Same Page

When writing a CVP, it’s just as important to focus on your sales team as it is to focus on your customers. After all, your sales representatives will be the individuals conveying your value to potential prospects. 

Do all representatives have a deep and thorough understanding of prospects’ fears, wants, and needs? Are pitches and proposals successfully reflecting the value a customer can gain by investing in your products or services? In considering these factors, a CVP will ensure all of your sales reps are on the same page, allowing for a more united team.

2. Creates a Stronger Company Foundation

It’s not solely your sales team that benefits from a powerful CVP — it’s your entire company and its foundation. This is particularly essential if you are just launching your business or are part of a small start-up. 

Too often, it’s easy to get caught up in the concept you are trying to sell and lose sight of your company’s mission. Having a solid CVP sets up your company for long-term success, as you have a proposition to reflect on when you make critical decisions along the way. 

3. Helps Get Quicker Conversions 

One  Gartner report found that sales reps only have 5% of a B2B buyers’ time, as buyers have access to digital information to do their research. Moreover, B2B purchases typically involve several decision-makers who perform individual research as well. 

This statistic shows that it’s as imperative as ever for companies to be able to make a lasting impression on B2B buyers and influence their purchasing decisions in a brief window of time. A CVP-backed sales approach will make buyers feel even more confident in your company’s offerings. In turn, buyers may be less inclined to seek other online and offline buying options. 

4. Strengthens Your Competitive Advantage

Standing out among the competition is critical in a crowded market where buyers seem to have more options than ever before. Many businesses make the mistake of not taking the time to make a CVP or release one that consists of empty slogans or logos. 

Alternatively, some companies have a CVP, but it’s filled with complexities or confusing jargon that doesn’t clarify the value and benefits for the buyer. Releasing a straightforward and easy-to-grasp CVP automatically sets your business apart from your competitors and puts your company or website at the front of buyers’ minds. 

5. Aids With Your Marketing Strategy

Finally, a CVP helps expand your marketing efforts toward B2B buyers. Your marketing team can incorporate your CVP into general marketing materials, such as newsletters, social media posts, and direct mail pieces. 

Even better, your CVP can be displayed on sales-relevant channels, such as emails or proposals to B2B prospects. On a broader scale, you can exhibit your CVP on your website to make it accessible to all visitors of your site. 

Customer Value Propositions Evolve

Keep in mind that CVPs will evolve as your company does. Continue to refine your CVP after testing it with your target market. In addition, a CVP benefits from being reworked at the introduction of new products, services, or benefits. 

Your customer value should always remain up-to-date, reflecting the state of your company’s offerings at the present moment. 

The Takeaway 

Today, a strong, clear customer value proposition is essential to differentiate your business from the competition. Moreover, a CVP provides your company with the opportunity for reflection on your value, your benefits, and your appeal to target customers in the market. When utilized correctly, a CVP can be the defining factor in making a B2B sale and developing stronger strategic partnerships.

If your organization would like to benefit from technology that fosters the space and development for customer value, look no further than  DecisionLink. Contact us today, and learn how our ValueCloud® solutions and technology can create lasting, value-based conversations.