What did your customers want from you last year? What do your cunstomers want from you today? What will your customers want from you tomorrow? Has it always been the same and, moreover, could your customers count on you to deliver?

Strategy and marketing discussions have long included the subject of “our value proposition.” And, truth be told, our value proposition was usually internally focused and often meant “we’ll try.” It was kind of soft.

What customers want is a value PROMISE that they can use to make decisions as to where to spend thier money. Not sure of the difference? What’s the value proposition of the Post Office regarding package delivery? What’s the value promise of FedEx regarding package delivery? See the difference?

A value promise may be words to you, but it is the major purchase criteria used by your customers? Does it change during “tough econimic times?” Absolutely! Ask Starbuck’s. An early value promise was “You will be seen as cool and hip if you’re seen carrying our coffee cup.” (or something like that.) During tough economic times we forego “cool and hip” and look for other promises.

So here’s your opportunity to “play consultant.” If you were asked to give advice to Starbuck’s regarding a new value promise, what would you say?

After you fix Starbuck’s, think about the value promise your company needs to provide to your customers. Want to make it personal? What’s your value promise to your employer? Is it a promise or a proposition?

I just finished reading Beyond Price (Plantes and Finfrock) and was taken with their use of the term “value promise.” Now I’ve been banging around business for years and have often heard (and used) the term “value proposition.” Doesn’t replacing the word proposition with promise make this a much stronger statement? “Proposition” is nice and soft and full of good intentions. “Promise” is hard-nosed and goes way beyond good intentions.

Think about your internal and external customers. What have you promised them? Uncomforable with that quesiton? Maybe your services are not as good as you think they are. Go ahead, promise them something. I double-dog-dare-ya!!