Ways To Simplify Your Value Proposition

4 minutes, 27 seconds in, I still had no idea what their product did. I was speaking to the CEO of a $3.18M company the other day who was exploring engaging with RR. I asked one of my favorite simple questions that those who know me know I have on a post it on my monitor: “What problem does your product solve for your customers?” Off to the races we went. A whirlwind of jargon, buzzwords, and a feature list so long I could have made my third latte of the morning and come back still confused. I stopped her and asked again. “Okay, in 30 seconds or less, what problem do you solve?” They stared at me. Silence. Awkward for them… not for me, and that’s okay. If you can’t explain your product in 30 seconds or less, you have a problem. - Your prospects don’t have time to sit through a TED Talk. - Investors aren’t waiting around for a thesis. - Customers aren’t trying to decode your pitch. Your value prop needs be crystal clear, instantly. It’s so important, that post it has been on my desk for years.  Here’s how to get there: - Focus on the problem. What pain do you solve? If you can’t answer that, start over. - Speak in outcomes. Customers don’t care about your AI, integrations, or “powerful capabilities.” They care about what it does for them. - Test it on a 12-year-old. If they don’t understand it, neither will your prospects. - Make it conversational. If you wouldn’t say it over coffee, don’t say it in a pitch. Some of the best companies in the world can explain what they do in a single sentence. If you can’t, you’re making everything… sales, marketing, fundraising harder than it needs to be. Clarity wins. Complexity kills. https://lnkd.in/gtz6dBbB

Dental practices and DSOs often don’t end up choosing the most feature-packed product. They choose the one they can grasp quickest. As a former private equity-backed DSO operator, I’ve sat through demos where sophisticated solutions packed with features lost out to simpler tools that clearly communicated their main benefit within the first few minutes. The reason is simple: in busy clinics and dental support organizations, attention and time are precious. Simplicity matters more than ever. People have a natural bias toward minimal cognitive load. They prefer solutions that require less mental effort. In fact, studies suggest our attention spans for new content are now measured in seconds, not minutes. If your pitch or presentation doesn’t nail its core value proposition almost immediately, you’ll lose the audience. In healthcare settings especially, this is magnified: a practice manager juggling schedules and billing won’t wade through jargon to find your product’s payoff. 👇 5 Clear Messaging Strategies: 1️⃣ Lead with one compelling benefit of your product, not a laundry list of features. 2️⃣ Use terms and analogies that resonate with dentists, office staff and DSO regional managers – no tech jargon. 3️⃣ Use short demo videos, screenshots or live tours to illustrate how the product works in practice. 4️⃣ Before a big sales meeting, explain your solution to someone unfamiliar with the product. If they’re confused, refine the message. 5️⃣ Provide a quick-start guide or walkthrough so new users experience a win in the first few minutes. When your sales materials and onboarding emphasize clarity, adoption follows. An easy-to-understand product reduces training time and builds early champions in a practice or DSO. Conversely, even the best features can stall adoption if no one “gets it” right away. Remember: a great feature won’t sell itself if the buyer can’t see its relevance in the first minute. Invest upfront in sharpening your messaging and simplifying the customer journey. 💬 What tips or stories do you have about turning complexity into clarity in healthcare or B2B sales? #Healthcare #DSO #Dental #ProductMarketing #Strategy

Here's how to simplify your pitch and 10x your sales: 1. Talk less, sell more. Short sentences = more sales. Hemingway once bet he could write a story in 6 words that'd make you feel something: "For sale: baby shoes, never worn." Your pitch should pack the same punch. 2. Complexity is for people who want to feel smart, not be effective. The worst salespeople make simple things sound complicated. The best make the complex simple. 3. Complexity says, "I want to feel needed." Simplicity limits to only what is needed. 4. Read your pitch out loud. I remember when I'd asked my COO to read the manuscript of my book. He chose to do it aloud. All 258 pages. Ears catch what eyes miss. The final version reads like butter. 5. "Be good, be seen, be gone." This was the best sales advice I ever got. - Good: Deliver value - Seen: Make an impression - Gone: Don't overstay your welcome People buy from those they remember, not those who linger. 7. Speak like your customer, not a textbook. We like to sound sophisticated. "We create impactful bottom-line solutions." But we like to listen to simple. "We help small businesses explode their sales." Which one would you buy? 8. Every word earns its place. Your pitch should be lean and mean. - Be specific - Avoid cliches - Check for redundancy - If it doesn't add value, cut it out 9. Abstract concepts bore. Concrete examples excite. ❌ "We'll increase your efficiency." ✅ "We'll save you 10 hours a week." Paint a picture. 10. People buy on emotion & justify with logic So tap into their feelings: - Fear of missing out - Desire for success - Need for security Then back it up with facts. 11. The "Grandma Test" never fails. If your grandma wouldn't get your pitch, simplify it. No jargon. No buzzwords. Just plain English. 12. Benefits > features. Dreams > benefits. ❌ "Our group hosts 10+ events per year." ✅ "Our program helps you close deals." 🚀 "Let's take back Main Street through ownership." 13. Use power words: - You - Free - Because - Instantly - New These words grab attention and drive action. Two final things to keep in mind... Simplicity isn't just for sales. Apply these principles to: - your business operations - your thinking processes - your next investment - your relationships - your to do list Sales isn't just for car dealerships. You pitch when you: - Negotiate a raise - Interview for a job - Post on social media - Hire someone for a job - Talk to an owner about buying their biz If you found this useful, feel free to share for others ♻️