Most value propositions stink. They’re boring, generic, feature-heavy garbage that make buyers’ eyes glaze over. And the worst part? Most salespeople don’t even realize their value proposition messaging is hurting them.

On this week’s Sales Gravy Podcast, Lisa Dennis breaks down her process for building value propositions that actually work—the kind that grab buyers by the heart and don’t let go. But before we get to the solution, let’s talk about why most value propositions fail miserably.

Reason #1: You’re Talking About Yourself, Not Them

Here’s the fundamental problem with 90% of value propositions: They’re all about you.

“We’re the industry leader with cutting-edge technology and award-winning customer service that delivers best-in-class solutions…”

Blah, blah, blah. 

Do you hear that sound? That’s the sound of your prospect mentally checking out.

Here’s a hard truth about human nature: Nobody cares about you. They care about themselves.

Every buyer wants to talk about their problems, their challenges, their goals, and their pain points.

When you launch into your pitch about incredible features and market-leading capabilities, your buyer is silently thinking, “What does this mean for me?” And if you don’t answer that question immediately, you’ve lost them.

Your value proposition isn’t a corporate brochure. It’s not a marketing slick. It’s the value-bridge between what you do and what they need. 

If it’s a monologue about you, your company, and your product features you’ve lost the game before kickoff.

What to do instead: Make your value proposition a laser-focused spotlight on them. Start with their problem, not your solution. Lead with their pain, not your product.

Reason #2: You’re Using Generic, Meaningless Buzzwords

Most value propositions include phrases like “industry leader,” “best-in-class,” “cutting-edge,” or “world-class customer service.”

“We’re a one-stop shop with purpose-built solutions that increase efficiency and decrease costs.”

Really? And I suppose your competitors specialize in decreasing efficiency and increasing costs?

These phrases and buzzwords make you sound exactly like every other salesperson who’s ever walked through your prospect’s door: boring. 

Here’s the brutal truth: If your competitor could copy and paste your value proposition and use it for their company, it’s not a value proposition—it’s forgettable noise.

What to do instead: Get specific. Use numbers. Use their language, not yours. Instead of “increase efficiency,” say “reduce your monthly reporting time from 40 hours to 4 hours.” Instead of “industry leader,” show them exactly how you’re different and why that difference matters to them.

Reason #3: You Haven’t Done Your Homework

Most salespeople build their value propositions standing in their own shoes rather than those of their buyers.

If you don’t know what keeps your prospects awake at 3 AM, if you don’t understand their specific challenges, and if you haven’t talked to real customers about why they bought from you (or didn’t), then your value proposition is built on sand. Guesswork rather than research.

What to do instead: Talk to three groups of people and gain insight through their lens.

Your Lovers: These are your raving fans. What do they say about you when you’re not in the room? What specific problem did you solve that made them heroes in their organization?

Your Likers: These are satisfied customers who aren’t writing love letters about you. What almost made them choose your competitor? What reservations did they have?

Your Haters: These are the tough conversations. The prospects who chose someone else or the customers who fired you. Why? What did they feel you were missing?

This insight helps you shape your messaging so that it connects with the buying motivators of potential customers.

How to Build a Value Prop That Actually Works

Now that we’ve covered why most value propositions fail,