Do you ever struggle to explain what you do in a way that clicks with prospects? My guest, Zoltan Vardy, is here to help. In this episode, he walks us through a live roleplay to demonstrate how you can clearly articulate your company’s value and get your message across with ease. Grab a pen and paper—you’ll want to jot down his simple, practical framework.
Meet Zoltan Vardy
· Zoltan Vardy is a B2B sales advisor, author, and speaker who helps founders accelerate their revenue growth by sharpening their focus and structuring their sales to scale faster.
· He’s generated $2 billion in sales over his 30 years as a C-suite executive and entrepreneur and has helped 200+ startups in 26 countries close high-ticket deals using The Launch Code sales framework — also the foundation of his book on founder-led sales.
· Zoltan has had successful exits as a founder and investor and is chairman of Antavo, an enterprise SaaS tech company.
The Sales Messaging Problem
· Salespeople and founders often list features and benefits when talking to customers, but this can overwhelm prospects with technical jargon, leaving them feeling confused.
· With so much noise in today’s digital world, clarity and brevity are more important than ever.
Zoltan’s Five-Step Value Proposition Framework
· Zoltan shares his five-question framework to craft a powerful value proposition:
o Identify the Problem: What is your target customer struggling with? What question are they asking themselves that your business answers?
o Define the Target Customer: Who are you trying to help? What are the key traits of these companies or individuals?
o Describe Your Product/Service: What is your offering in clear, simple terms?
o Highlight the Key Benefit: What is the main advantage your customer gains from working with you?
o Clarify Your Competitive Advantage: What makes your solution uniquely compelling and difficult for competitors to copy?
Live Walkthrough: Crafting a Value Proposition for Blue Mango
· I volunteer my own production company, Blue Mango, as a case study. Together, we dive into each step, discussing:
o The challenges faced by traditional manufacturing companies in creating engaging content
o The needs of marketing leaders at these firms for more lead generation and greater brand authority
o The importance of defining Blue Mango as a content production agency with a sales focus
o The main benefits: saving clients time and generating qualified leads
o Blue Mango’s competitive advantage: expertise in integrating sales strategy with content production
The Final Value Proposition
· Using Zoltan’s structure, they draft a clear, compelling value proposition for Blue Mango:
o “Blue Mango is a content production agency that helps traditional manufacturers generate leads by building a turnkey service that delivers social media and podcast content focused on supporting sales.”
· Zoltan emphasizes that this message is succinct, easily repeatable in any setting, and serves as a launchpad for deeper conversation.
Tips for Refining Your Message
· Keep the language natural—imagine explaining what you do to a bright 12-year-old.
· Avoid cramming in too many details or buzzwords.
· Test your value proposition in real conversations and refine it as you go.
· Remember: the purpose is to spark curiosity and open the door to further discussion, not explain everything at...