Diseña Propuestas de Valor

The value proposition is the fundamental element that determines the success of any product or service in the market. Effectively communicating how we solve our customers' problems can make the difference between business success and failure. Mastering this skill is essential to stand out in an increasingly competitive market.

How to structure an effective value proposition?

Building a value proposition requires a systematic, customer-centric approach. The process is divided into three fundamental components that must be addressed in specific order:

What is the first step in creating a value proposition?

• Identify and clearly articulate the customer's pain.
• Use hard data to support the identified problem.
• Communicate the problem directly and specifically.

For example, if we detect that a customer is losing 70% of users in their shopping cart, we must express it clearly and directly.

Why is it important to explain the consequences of the problem?

• It helps the customer to measure the real impact of the problem.
• It allows to quantify the actual losses.
• It connects the problem with relevant business indicators.

The consequences can be manifested in:

• Direct loss of revenue.
• Increase in customer acquisition cost (CAC).
• Decrease in operational efficiency.

How to present the solution effectively?

The presentation of the solution must be specific and supported by quantitative data. For example, if our tool can recover 25% of abandoned carts through contact automation, we must communicate this accurately.

What is the most common mistake when presenting value propositions?

The "product pushing" approach is one of the most common mistakes. This mistake consists of presenting an endless list of features hoping that one of them will resonate with the customer.

How to avoid product pushing?

The cube analogy is a useful tool to avoid this mistake:

• Visualize the product as a cube with multiple faces.
• Understand that only three sides are visible at the same time.
• Prioritize the most relevant features for the customer.

How to prioritize the most important features?

For effective prioritization:

• Identify the customer's main problem.
• Select the feature that best solves that problem.
• Complement with additional benefits that reinforce the main proposition.

The key to success in communicating value lies in the ability to connect directly with the specific needs of our customers. We invite you to share your experiences and continue to refine your value proposition to achieve a greater impact on your target market.