Value Proposition

Value Proposition Canvas

Prospects typically use objections when we (salespeople) fail to convey the Value Proposition effectively. That is, the value the customer receives when buying a product or service from us, rather than the competitors.

One tool used to help salespeople understand their Value Proposition is the Value Proposition Canvas.

The Value Proposition Canvas is a tool which can help ensure that a product or service is positioned around what the customer values and needs.

The Value Proposition Canvas was initially developed by Dr Alexander Osterwalder as a framework to ensure that there is a fit between the product and market. It is a detailed look at the relationship between two parts of The Business Model Canvas. These are the customer segments and value propositions.

The Value Proposition Canvas can be used when there is need to refine an existing product or service offering or where a new offering is being developed from scratch.

The Value Proposition Canvas is formed around two building blocks. These are the customer profile and a company’s value proposition.

Customer Profile

  • Gains. These are the benefits which the customer expects and needs. What would delight customers and the things which may increase likelihood of adopting a value proposition.
  • Pains.  These are the negative experiences, emotions and risks that the customer experiences in the process of getting the job done.
  • Customer jobs. These are the functional, social, and emotional tasks customers are trying to perform. It also accounts for the problems they are trying to solve and needs they wish to satisfy.

A customer profile should be created for each customer segment, as each segment has distinct gains, pains, and jobs.

Value Map

  • Gain creators. How does the product or service create customer gains and how does it offer added value to the customer?
  • Pain relievers.  These are a description of exactly how the product or service alleviates customer pains.
  • Products and services. These are the products and services which create gain, relieve pain, and which underpin the creation of value for the customer.

Achieving fit between the value proposition and customer profile

After listing gain creators, pain relievers and products and services, each point identified can be ranked from nice to have to essential in terms of value to the customer. A fit is achieved when the products and services offered as part of the value proposition address the most significant pains and gains from the customer profile.

Identifying the value proposition on paper is only the first stage. It is then necessary to validate what is important to customers and get their feedback on the value proposition. These insights can then be used to go back and continually refine the proposition.

Going further

An additional step is to investigate the extent to which a company has a competitive advantage in those areas to ensure that the value proposition is unique and sufficiently differentiated.

A matrix can be used to plot each aspect of the value proposition with respect to its value to the customer and the competitive advantage the company has in offering that product or service.

This enables core messages and potential areas of improvement to be identified. Core messages are those that are likely to have wide resonance and should feature prominently in marketing literature. Areas for improvement may include hygiene factors, priorities for product refinement or where market education on the company’s offer is needed.

How CRM can assist organisations with their Value Proposition

 A CRM system benefits an organisation through the visibility of its sales activities. This visibility is fundamental to the management and control of the sales process. This visibility enables management to understand why, when, who and how opportunities are being won, stalled, or being lost.  If it cannot be monitored, it cannot be managed. The visibility offered within the CRM system also allows management to make educated business decisions based on hard data.

ProAptivity are an independent CRM solutions provider. We focus on the implementation, training, and support of highly customised CRM software solutions. Our CRM software supported by our sales training provide customers with the tools needed to deliver successful sales process management.

Fundamentally, we help organisations embed CRM best practice throughout their organisation.

If you need help in understanding why my business needs CRM, maybe some of our eBooks could help! Alternatively visit Maximizer CRM or Pipedrive CRM for more information. Contact us today on 028 9099 6388 or via We can help you assess if your business is CRM ready.

Source: What is the Value Proposition Canvas

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