Are You Crystal Clear About Your Value Proposition?
Your branded value proposition is your unique promise of value. It is a statement of the tangible results a company expects to gain by hiring you. But how do you define this value and, most importantly, how do you demonstrate your value to the company you are interviewing with?
When defining value, it is important to keep these key factors in mind:
- Your value proposition must be compelling. For instance, significant cost cutting, hefty profit improvements, large sales increases, opening major new markets, or customer satisfaction turnarounds that spell the difference between company success and failure. Always remember this: Top decision makers are interested in sweeping changes, not miniscule improvements.
- Focus on top line, bottom line, market share, and shareholder value. Improvements in any of these four fundamental categories will make the decision maker’s eyes shine and bring a welcoming smile to his or his face.
- You need to relate your value proposition in terms of what the hiring company can reasonably expect. That objective must be first and foremost on your mind during the interview because, more than anything else, it will help you land the job you’re seeking and get you off to a fast start. Showing how you drive value is a great way to demonstrate your knowledge of the business and your ability to help the hiring company succeed. This language speaks directly to the decision maker.
Every accomplishment you claim must be ultimately tied to the bottom line … even if you don’t have P&L responsibility. This is vital, because every decision maker is interested in profitability.
When creating your value proposition, ask yourself these questions:
- What do I bring to the table?
- How consistently successful have I been in impacting the top line, the bottom line, increasing market share, and increasing shareholder value?
Remember that a clearly defined and clearly stated value proposition communicates your value to the hiring organization. It identifies your natural talents and aligns them with your target companies and intersects with the company’s brand, creating a perfect marriage between you and the company you are interested in working for.
This brief article is an excerpt from, Landing An Executive Position.
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