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Most value propositions stink. They’re boring, generic, feature-heavy garbage that make buyers’ eyes glaze over. And the worst part? Most salespeople don’t even realize their value proposition messaging is hurting them.

On this week’s Sales Gravy Podcast, Lisa Dennis breaks down her process for building value propositions that actually work—the kind that grab buyers by the heart and don’t let go. But before we get to the solution, let’s talk about why most value propositions fail miserably.

Reason #1: You’re Talking About Yourself, Not Them

Here’s the fundamental problem with 90% of value propositions: They’re all about you.

“We’re the industry leader with cutting-edge technology and award-winning customer service that delivers best-in-class solutions…”

Blah, blah, blah. 

Do you hear that sound? That’s the sound of your prospect mentally checking out.

Here’s a hard truth about human nature: Nobody cares about you. They care about themselves.

Every buyer wants to talk about their problems, their challenges, their goals, and their pain points.

When you launch into your pitch about incredible features and market-leading capabilities, your buyer is silently thinking, “What does this mean for me?” And if you don’t answer that question immediately, you’ve lost them.

Your value proposition isn’t a corporate brochure. It’s not a marketing slick. It’s the value-bridge between what you do and what they need. 

If it’s a monologue about you, your company, and your product features you’ve lost the game before kickoff.

What to do instead: Make your value proposition a laser-focused spotlight on them. Start with their problem, not your solution. Lead with their pain, not your product.

Reason #2: You’re Using Generic, Meaningless Buzzwords

Most value propositions include phrases like “industry leader,” “best-in-class,” “cutting-edge,” or “world-class customer service.”

“We’re a one-stop shop with purpose-built solutions that increase efficiency and decrease costs.”

Really? And I suppose your competitors specialize in decreasing efficiency and increasing costs?

These phrases and buzzwords make you sound exactly like every other salesperson who’s ever walked through your prospect’s door: boring. 

Here’s the brutal truth: If your competitor could copy and paste your value proposition and use it for their company, it’s not a value proposition—it’s forgettable noise.

What to do instead: Get specific. Use numbers. Use their language, not yours. Instead of “increase efficiency,” say “reduce your monthly reporting time from 40 hours to 4 hours.” Instead of “industry leader,” show them exactly how you’re different and why that difference matters to them.

Reason #3: You Haven’t Done Your Homework

Most salespeople build their value propositions standing in their own shoes rather than those of their buyers.

If you don’t know what keeps your prospects awake at 3 AM, if you don’t understand their specific challenges, and if you haven’t talked to real customers about why they bought from you (or didn’t), then your value proposition is built on sand. Guesswork rather than research.

What to do instead: Talk to three groups of people and gain insight through their lens.

• Your Lovers: These are your raving fans. What do they say about you when you’re not in the room? What specific problem did you solve that made them heroes in their organization?
• Your Likers: These are satisfied customers who aren’t writing love letters about you. What almost made them choose your competitor? What reservations did they have?
• Your Haters: These are the tough conversations. The prospects who chose someone else or the customers who fired you. Why? What did they feel you were missing?

This insight helps you shape your messaging so that it connects with the buying motivators of potential customers.

How to Build a Value Prop That Actually Works

Now that we’ve covered why most value propositions fail, let’s talk about how to build one that wins deals.

Step 1: Start With Their Problem, Not Your Product

Your value proposition should begin with their problem, not your product. 

Here’s the formula:

“For [specific type of customer] who [specific problem/challenge], [your company] provides [specific solution] that [specific, measurable benefit].”

Step 2: Get Brutally Specific

Vague value propositions are worthless. Don’t say you “increase efficiency”—say you “reduce month-end close time from 15 days to 3 days.” Don’t claim you’re the “industry leader”—prove it with specific, verifiable metrics.

Step 3: Use Their Language

Stop using your internal jargon and corporate-speak. Use the exact words your prospects use to describe their problems. If they say they’re “drowning in manual processes,” don’t translate that to “seeking automation solutions.” Use their words.

Step 4: Prove It

Every claim in your value proposition should be provable. Can a third party verify what you’re saying? Do you have case studies, testimonials, or data to back it up? If not, cut it out.

Step 5: Make It Human

People buy from people. Your value proposition can’t be purely clinical and business-focused. Acknowledge the human element. What does success look like for the individual making this decision? How will solving this problem make their life better?

What Your Differentiators Should Actually Differentiate

Your differentiators are proof points that you’re uniquely qualified to solve your prospect’s specific problem.

Ask yourself:

• What can we do that competitors literally cannot do?
• Where are we measurably better than alternatives?
• What gaps do we fill that others leave open?

If your “differentiator” could apply to any company in your industry, it’s table stakes rather than a true competitive edge.

The Bottom Line

Building an effective value proposition isn’t about clever wordsmithing or marketing magic. It’s about doing the hard work of truly understanding your buyers and then articulating—in their language—exactly how you solve their unique challenges better than anyone else.

Most salespeople won’t do this work because it’s difficult and uncomfortable. They’d rather stick with generic, safe language that offends no one and excites no one.

But if you’re willing to have the tough conversations, do the real research, and build a value proposition that’s genuinely focused on your buyers’ needs, you’ll gain a massive competitive advantage.

Because while your competitors are still talking about their “industry-leading, best-in-class solutions,” you’ll be speaking your prospect’s language with a value proposition that compels them to engage and buy.

Learn how to build buyer-centric value propositions that resonate, differentiate, and drive sales, using Lisa Dennis’ proven framework that transforms your messaging into a deal-winning asset. Check out her sales training course Value Propositions That Sell