There are 3 rules to create a winning value proposition:

1. Your product or service has to meet the client’s need – it has to resonate with them.
2. Clients have to see why you stand out from the other available options – it has to be differentiated.
3. Clients have to believe that you can deliver on your promises – your service and claims have to be substantiated

If you don’t have all of these 3 it will be difficult to achieve a sale:

• Remove resonance, and people just won’t buy what you’re selling.
• Remove differentiation and they’ll pressure you on price.
• Remove the substantiation of your claims, then the risk of working with you may be too great.