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In my “What’s Your Story” newsletter I wrote about what it means to be a brand champion and how to introduce a brand champion initiative within your organization. One step suggested was to develop a “Product Value Statement” for your staff to adopt to enable them to offer a cohesive and consistent message on what you do, how you benefit clients and customers, and what makes you unique. This is relevant across organizations, either corporate, educational or non-profit.
The product value statement presents the results that a customer experiences from using your products or services. Some call it the “product opportunity statement” referring to the “opportunity” offered to customers. Consider your experience attending networking or association events and walking away from people you met for the first time and not understanding what they do. People oftentimes can have difficulty talking about themselves or their organization. Establishing a product value statement at your organization can contribute to information being delivered in clear and concise way that is understandable to the listener.
It can have multiple applications serving as the foundation for the typical customer interactions you encounter: whether it be an introductory call, marketing letters, handling inquiries about your services, or making a presentation. Once the message is established, it can be used for copy points on a website home page and in advertising.
I have found group sessions of managers and staff to be very productive exercise in developing and refining the product value statement. Keep in mind who your target is, custom tailor it and the results offered; for example, skill improvement, cost reductions, sales increases, or staffing efficiencies. To get you started, here are the three components in writing your product value statement:
- WHAT( Identifies you and what you do): We are __________ (Name) and we work with __________ (customers/organizations) whose __________ (difficulty/challenge) needs to be __________ (solved, increased, improved).
- BENEFITS: Our __________ (product/service/skill) has benefited them by __________(describe the impact/opportunity for customer).
- UNIQUE: Our _______(unique qualities, abilities) differentiates us from our competition.
Aramini Management is a management and business consulting practice. Since 2005 we have assisted organizations in the corporate, educational and non-profit arenas execute management and operational improvements to attain their goals and better engage their customers and staff. Our experience includes One Stop Career Center operations and community college workforce development and training grant programs for corporate clients.