We`re moving on to a bit more complex subject and this time we`re focusing on learning how to define a value proposition that will make food importers of your choice choose you over your competition. Let`s start!
Who`s your ideal customer?
Because a value proposition is about your business and how your offer brings value to your customer, in order to define it, you need to focus on two aspects: identifying your ideal customer as well as his needs(as discussed in article A), and defining your offer, the value you can bring to your ideal customer.
What do you have to offer?
After you`ve established what your ideal customers are looking for, it`s time to check and see what you can bring to the table. As easy as it may sound, when you are dealing with foods products, especially when you are exporting to several different markets, an attractive offer has more chances of success when it is tailored to each recipient according to their pain points or when you manage to make them interested in your products by highlighting what would your customer get if he chooses you over someone else.
To prepare your offer, check what characteristics, advantages and benefits your product/service has to offer. For example, you may be selling organic baby foods, organic being a characteristic, but these products also come in a wide variety, which is an advantage in the face of competitors who deal with smaller portfolios, and a benefit for your importer as he gets more product options to choose from and expand his portfolio in the future. To put it in other words, it’s not what you sell, it’s the way you sell it!
Why you?
Additionally, a differentiator of your product or business is what could seal the deal. Perhaps you could seal the deal with your ability to supply high volumes in the long run, your wide range of products which make you a one-stop-shop for your importer, your commitment to fast and clear communication, your unique manufacturing process, your awards, certifications, values, financial strengths and other relevant perks you can identify that your prospect is looking for.
What makes a great value proposition?
A successful value proposition should deliver a short and clear message, focused on making your customer understand the concrete results he will get by choosing your offer.
It can be as simple as:
Dr.Organics [company] is a family-owned organic food producer [what it is] ready to serve importers of organic foods from around the world [your ideal customer]. With our wide range of organic foods and two decades of industry knowledge [your product/service], we can help you become a market leader [a problem solved by your product/service] through our extensive expertise [the solution you proposed].
And now you are ready to create a great value proposition, to catch the attention of the food importers you have business chemistry with. Show your next clients why you and not somebody else!