Here’s Why You’ve Been Getting the Concept of Value Wrong All Along
Let’s talk about the one word that gets tossed around in rural sales and marketing like confetti: value.
We all love to talk about value propositions, but here’s the hard truth: most of us get it wrong.
Why? Because we think of value as something abstract or one-dimensional, when in reality, trust is the ultimate value proposition. Without trust, buyers don’t buy.
The Truth About Trust
Think about the last time you made a significant purchase decision. Somewhere in your mind, you asked:
- Can I trust you?
- Will this product or service deliver what it promises?
- How do I know?
We’re all wired to avoid mistakes, especially costly ones that could make us look bad to our peers. Trust isn’t just a logical calculation; it’s a powerful emotion that motivates action.
Trust = Truth + Proof
True trust is built on two things:
- Truth
This is the fundamental, unique, and specific promise your product or service delivers. It’s the experience or outcome your customer can expect—but it has to be real, relevant, and rooted in insight.
- Proof
This is the evidence—testimonials, case studies, and hard data—that backs up your truth. Proof shows your customers that what you promise isn’t just talk; it’s proven.
Combine these two, and you’ve got trust.
The Power of Specificity
Here’s an example:
A company selling mixer wagons to dairy farmers might claim their truth is “more milk.” Sounds good, right? But it’s generic—every competitor is saying the same thing.
The real truth? Mixer wagons reduce downer cows.
How? By improving metabolic uptake through better-balanced rations. This leads to more days in milk (DIM), which eventually increases milk production.
See the difference? More milk is a claim everyone makes. But reduced downer cows and increased DIM is specific, unique, and rooted in a truth no one else is talking about.
Now add proof: testimonials from farmers who’ve seen fewer downer cows and higher DIM. Combine that truth and proof, and you’ve got trust—and trust converts.
Why We Overcomplicate Value
Too often, rural marketers overcomplicate the concept of value. Terms like value proposition and value add get thrown around as cure-alls, but few people truly understand them.
Here’s the reality: value isn’t a singular concept. It’s built on multiple factors—emotional, functional, and financial.
Think about when you bought your last car or home. Was it just one thing that sealed the deal? Of course not. It was a combination of factors:
- How it made you feel (emotional).
- How well it worked for your needs (functional).
- Whether it fit your budget (financial).
Your job as a sales professional is to work through each of these factors with your customer. What are they thinking? What are they feeling? What do they need to see or hear to trust you?
The Simplest Equation for Value
Here’s the simplest value equation you’ll ever use:
Truth + Proof = Trust.
If you want to build trust, you need to:
- Find your unique truth. What specific outcome or experience can you deliver that no one else can?
- Back it with compelling proof. Show the evidence—testimonials, data, or case studies—that proves your truth is real.
Final Thought
Value isn’t just a proposition; it’s an experience. It’s emotional, functional, and financial. It’s what makes your customers feel confident in their decision to buy from you.
When you focus on uncovering and communicating your unique truth—and back it with proof—you’ll build the trust your customers need to take action.
And that, my friends, is the ultimate value proposition.
Now go find your truth, back it with proof, and watch trust (and sales) follow.
