Whether you sell to clients directly or you sell to general contractors, it is imperative that you understand the unique value you offer and communicate it clearly, concisely, and persuasively. You do so with a unique value proposition (UVP)

Your UVP identifies the reason your prospect should hire you instead of anyone else. It's the reason your client should pay more for your services.

Before we dive into the nuts and bolts of value propositions, allow me to share a story from my old engineering days that demonstrates why knowing and communicating your UVP is so impactful to your bottom line.

I worked for a couple of engineers who believed almost anything our clients told them (your price is too high) and were somewhat clueless about why our clients truly hired us. Like most engineers, they believed we were hired due to the quality of our designs. Yeah, right.

While pursuing my MBA, a marketing professor encouraged my class to ask our clients why they purchased our goods and services. So, I did.