Speak with your clients about how you can eliminate a problem, satisfy a need or provide them better results. Examine the work you have done for your clients and determine the different ways you have helped to resolve their challenges. Use that information to develop a list of all the things you think are valuable to your customers. This list can then be used to develop possible value propositions.

A value proposition is a clear statement of the tangible results a customer gets from using your products or services. Delivering value requires real understanding of what your customer wants to accomplish, the challenges they face, and what is important to them.

Your marketing materials can cover many aspects of value that you provide, but when you are meeting with a prospect, you need to focus on the one or two areas that you can best help them. As you ask them what they are looking to accomplish, listen carefully for those issues they need to resolve that align with your strengths. Then focus your discussion on how you can help them achieve their goals.

The results of this effort does two things:

• You win more clients where your value aligns with their needs
• You know more quickly when to walk away from a prospect that you can not help achieve their goals

In either case, you win because you only work with clients who truly appreciate and benefit from your products and services