So you need to build a value proposition—maybe for a new B2B product, maybe to win over a tough buyer, or maybe because your boss said you have to. Either way, you’ve landed here because you want a straight-talking, step-by-step guide for using Leveragepoint. This isn’t a sales pitch; it’s for product marketers, sales teams, and anyone who’s tired of vague advice about “elevating your messaging” and just wants to get the thing done.
Let’s cut through the fluff. Here’s how to actually build a value proposition in Leveragepoint, what to watch out for, and how to avoid wasting hours chasing your tail.
Step 1: Get Your Data Together (Don’t Skip This)
Before you even log into Leveragepoint, grab a coffee and pull together the basics:
- Customer Segments: Who’s your real target? Hint: “everyone” is not an answer.
- Competitors: What are your customers using now? (Don’t just say “Excel.”)
- Differentiators: What’s actually better about your offer? Be honest—if it’s only 5% faster, just say so.
- Quantifiable Benefits: Real numbers—cost savings, revenue up, time saved. If you don’t have them, talk to a customer or your support team.
Pro Tip:
If you’re missing hard data, make your best (realistic) estimate but flag it for review later. Guessing isn’t ideal, but analysis-paralysis is worse.
Step 2: Create a New Value Proposition in Leveragepoint
Now, log in and hit “Create New Value Proposition.” You’ll see options for different frameworks (like EVE® or standard value modeling). Pick the one that fits your situation. If you’re not sure, start simple—the EVE® (Economic Value Estimation) model is a good default.
What works:
Leveragepoint’s wizards make it hard to skip steps, so you won’t forget a key input.
What to ignore:
Don’t get sucked into customizing every field or adding logos right now. Focus on the numbers and logic first.
Step 3: Define the Reference Alternative
This is one of the most important—and most overlooked—steps.
- Reference Alternative: This is what your customer’s already buying or doing. It might be a competitor’s product, their old process, or even doing nothing.
- Be specific. Name the actual product or method, not just “current solution.”
- Set the price and usage levels for this alternative as accurately as you can.
Watch out for:
If your reference alternative is too vague, your whole value prop will be fuzzy. You’ll end up with a “trust me, it’s better!” argument, which buyers see right through.
Step 4: List All Differentiators (Keep It Real)
Now, list every way your offer is different from the reference. For each, ask: does this actually matter to the customer, and can I put a number to it?
- Hard differentiators: Features that save money, reduce risk, or boost revenue. These are gold.
- Soft differentiators: Nicer interface, better support, etc. Good to mention, but don’t hang your whole story on them.
For each differentiator, jot down: - What it is - How it impacts the customer (time, money, resources) - How you can measure it (or at least estimate)
Pro Tip:
If you’re struggling to come up with real numbers, ask a sales rep or customer success manager what problems customers complain about most.
Step 5: Quantify the Value (Don’t Just “Estimate”)
Here’s where Leveragepoint starts to shine—but only if you bring real numbers.
- Enter the quantitative impact for each differentiator (e.g., “Reduces processing time by 2 hours per week, valued at $50/hour”).
- Let Leveragepoint calculate the dollar value.
- If you must guess, document your assumptions right in the platform (there’s a field for that). This keeps you honest and makes it easier to update later.
What works:
The calculator pulls it all together, and you get a clear breakdown of value drivers.
What doesn’t:
Don’t pad numbers to make the ROI look huge. Buyers see through inflated claims. If it only saves $1,000 a year, say so.
Step 6: Set Your Price and See the Differential Value
Now, plug in your own solution’s price. Leveragepoint will show:
- The economic value you create versus the reference
- How much “room” you have to price above (or below) the competitor
- The “customer ROI” in black-and-white
Don’t get too hung up on maximizing the headline number. Focus on what’s credible and defendable in front of a skeptical buyer.
Pro Tip:
If the numbers don’t look good, don’t fudge them. Either dig for better data or reconsider whether this segment or feature is really worth pushing.
Step 7: Build the Story (Not Just a Spreadsheet)
Now that you’ve got the numbers, you need a narrative.
- Leveragepoint lets you generate slides and charts. Pick the ones that actually help tell the story—skip flashy graphics.
- Focus on the top 2-3 differentiators that drive the most value. Don’t overwhelm with a laundry list.
- Use plain English. “This saves you $10,000 a year because you don’t need to hire an extra admin” is much better than “delivers operational efficiency.”
What to ignore:
Don’t try to dazzle with jargon or technical detail. If the buyer can’t explain it to their boss, your value prop is dead on arrival.
Step 8: Test It With a Real Customer or Colleague
Before you unleash your value proposition on the world, road-test it.
- Share it with a sales rep, customer, or even a skeptical friend.
- Ask: “Does this make sense?” “Would you buy based on this?” “Where are the holes?”
- Tweak your model or story based on their feedback. Don’t take criticism personally; the goal is to make it bulletproof.
Step 9: Publish and Share
Leveragepoint lets you publish your value proposition as a web page, PDF, or directly into Salesforce (if you use it).
- Make sure only the relevant people have access (especially if you’re using sensitive data).
- Create versions for different segments if needed, but don’t go overboard. One solid, credible value prop beats five watered-down ones.
Step 10: Revisit and Update (Yes, You’ll Have To)
Your market will change, your data will get stale, and your competitors will catch up. Set a reminder to review your value proposition at least every quarter—or anytime a big change hits.
- Update data, pricing, or differentiators as needed.
- Drop anything that’s no longer relevant.
- Keep a record of old versions in case you need to show how your story’s evolved.
A Few Final Tips
- Keep it simple. If you need to explain it three times, it’s too complicated.
- Don’t let perfect be the enemy of good. A “good enough” value prop you can actually use is better than a masterpiece you never finish.
- Iterate. The best value propositions are living documents, not one-off projects.
- Be honest about your weaknesses. Buyers appreciate candor, and it helps you avoid ugly surprises later.
Building a value proposition in Leveragepoint isn’t magic, but it’s not rocket science either. Gather your data, focus on what matters, and keep things realistic. Get your first version out the door, then improve it as you go. That’s how you get results—and maybe even a few wins along the way.