Writing Proposals That Highlight Unique Value

If your value proposition sounds like your competitors, it isn't a value proposition... Every week, I guide companies in crafting their unique value narrative. But when I pose the question, "What's your value proposition?" I hear an echo "We have the highest quality solution" "Our service is unbeatable" "We have the best people." "We offer the best value" I'm sure you do...but this is not your value proposition. If these exist in your value proposition toss it out. You are literally talking in static. The human brain assumes you are lying and ignores these statements. A value proposition needs to have 4 elements to be strong: 1. Easy to understand 2. Problem-focused 3. Differentiated 4. Measurable As an example, I was working with a CRM implementer the other day. Their initial pitch? "We have 30 years of experience and 100s of certified consultants. Due to the quality of our people, and deep expertise, we ensure your CRM implementation is finished on time, on budget, and delivers the results you are looking for" What do you see here that everyone else isn't saying??? Here was our revision: "We build CRM environments that salespeople want to use. This novel approach drives a 2x in adoption rates and significantly increases the amount of data, and accuracy of data imputed into the CRM. The results? Our clients get an increase in pipeline accuracy, account coverage, and better visibility to make critical business decisions" See the shift? It is focused on their novel approach to solving the biggest challenge with CRMs...sellers using them. While driving the value of that approach to outcomes business leaders care about. If your market story doesn't resonate with these principles, differentiation becomes a challenge. Without differentiation, you're just competing on price – a perilous race to the bottom. #valueproposition

Is "good enough" really your competition? Or are you better than that? In a crowded market, it's easy to compete against products or solutions that are just "good enough." But what happens when your offering is truly superior? How do you ensure it's seen as a class above the rest? 👉 Here's how you can reposition yourself and highlight your unique value ↴ Elevate Your Story ↴ → Craft a narrative that emphasizes your journey, innovation, and commitment to excellence. → Highlight your passion for solving customer pain points more effectively than anyone else. Showcase Tangible Benefits ↴ → Use case studies and testimonials to demonstrate real-world successes. → Provide clear, quantifiable benefits that set you apart from the "good enough" alternatives. Leverage Thought Leadership ↴ → Share your expertise through blogs, webinars, and speaking engagements. → Position yourself as a trusted advisor and industry leader. Create a Premium Experience ↴ → Offer exceptional customer service that goes beyond expectations. → Focus on creating a seamless and delightful user experience. Communicate Your Unique Value Proposition ↴ → Clearly articulate what makes you different and better. → Use compelling messaging that resonates with your target audience's needs and desires. 👉 Remember, it's not just about being better;  it's about being perceived as irreplaceable. ✅ 🏆 When you position yourself as a differentiated solution, you don't just compete – you lead. 

I looked at over 100 proposals worth over $500K as a B2B buyer. I only remember a few. Here are 4 ways you can set yourself apart (and why most proposals never get looked at): 1. Built for the buying committee - not just the champion Most proposals assume one person makes the decision. That’s rarely true. The best ones were written with execs in mind. Mobile-friendly, easy to skim, and structured like a story, not a spec sheet. The kind of doc I could forward without rewriting a single thing. (like Qwilr!) 2. Helped me sell internally The proposals that stood out made me look good. They included visual slides I could screenshot into a board deck. Framed the problem. Showed the cost of inaction. Made the ROI feel obvious. They gave me language to use with my CFO, not just the vendor’s pitch. 3. AEs tracked engagement and followed up with a purpose Great sellers didn’t “check in.” They followed up based on what I actually did. They knew when I viewed the proposal, which sections got read, and what was skipped. Every email felt relevant—because it was. They weren’t guessing what mattered. They had data. 4. AEs pre-empted objections I hadn’t even voiced yet Before legal asked for terms, I had a friendly breakdown of the key clauses. Before procurement jumped in, I had a clear explanation of how pricing scaled. It felt like the AE knew my internal process better than I did - and helped me get ahead of it. TAKEAWAY: Most proposals are written to present. The best proposals are built to sell. Qwilr turns your proposal into a selling tool—one that’s interactive, trackable, mobile-ready, and designed for the whole buying committee. It helps your champion make the case. And it helps you win deals - even when you’re not in the room. If you want to stand out, build proposals that do more than inform. Build proposals that close.