Define Your Value Propositions to Stand Out in Foreign Markets

Your company’s success in international markets is directly linked to how well you differentiate your offering from that of your competitors.

In marketing terms, you need a distinctive Value Proposition.    

However, what I often see is that most SMEs—naturally action-oriented and less focused on strategy—enter markets without having defined a clear Value Proposition.

The result? Ineffective communication, focused on themselves and their products rather than on the real value they bring to customers.

In the eyes of potential clients, they end up looking no different from their competitors. And inevitably, the competition shifts to one factor: PRICE.

But what exactly is a Value Proposition—and how do you create one?

First, we should talk about Value Propositions (plural), because you’ll need several.

You’ll need different propositions for different target audiences: customer segments and the various sales channels you use (or plan to use).

To create your Value Propositions, ask yourself the following for each type of target:

What tasks do they perform in their daily work?

What problems, risks or obstacles do they face while doing these tasks?

What would they like to make their job easier or achieve better results? 

What products or services can my company offer them?

How do our products or services reduce or eliminate their challenges??

How do our products or services create benefits?

 Your answers will help you formulate Value Propositions using this format:

 Our (products/services)

help (target type)

who need to (task they perform)

by (reducing difficulty)

and/or (creating a benefit)

 An example from one of my clients who sells tools for craftsmen:

“Our mobile equipment helps craftsmen who need to transport tools to job sites move easily and save time.”.

Using this approach, you’ll develop a wide range of Value Propositions, which you can strategically deploy in your communications and sales activities in foreign markets.