Vistage Speaker Roger Martin-Fagg says: “A business will be growing its sales because customers, consumers and clients purchase on the basis of superior or differentiated value. And you need to be sure what the drivers of satisfaction are.”
“The value proposition is a clear statement of what value you offer, to whom – and in what way. It is different from a mission statement because it focuses on differentiation, or the compelling reason why customers should choose you and not your competitor.”
A value proposition helps define value for money, when people buy from you they do so because you offer value. That value could be price, attitude of employees, ease of purchase, convenience, clarity of offer, your distinguished capability, delivery time, post sales support, local supplier, finance and so on. The value you offer is your value proposition.