At the Heart of Value Propositions

The most important question that any business must answer is, “If I am your ideal prospect, then why should I buy from you and not from your competitor?” This question cuts right to the heart of what drives purchase decisions in competitive markets: the perceived value that one offering provides over another.

In order to answer this convincingly, your response should begin with “BECAUSE WE” and include a clear, unique factor, something that sets you apart and delivers an advantage that your ideal customer cannot ignore.

Because We… This phrase serves as the anchor for your value proposition. It shifts the focus squarely onto the reason your offering matters and how it uniquely addresses the prospect’s core need. But to be truly compelling, this reason must be more than a generic claim. It must be grounded in something evidential, proof that what you’re saying isn’t just marketing fluff, and quantifiable, offering measurable impact that reinforces the tangible benefits you deliver.

In B2B markets, the driver behind most purchases is almost always to increase or decrease something: increase revenue, productivity, efficiency, security, or market share, or decrease costs, risks, complexity, or time to market. Recognising this fundamental truth can help shape a more effective, customer-centric answer to the question.

For example, imagine you’re selling an analytics platform to financial services businesses. Your prospect’s fundamental driver might be to increase the accuracy of their investment decisions and decrease operational inefficiencies. A generic answer like, “Because we have great data and easy-to-use tools” is too vague. Instead, consider how you can be more specific and compelling:

“BECAUSE WE provide real-time, AI-powered insights that increase portfolio performance by an average of 15% within the first 90 days, as demonstrated in over 100 client case studies.”

Here, you’re not only stating a clear point of difference (AI-powered insights in real time) but also backing it up with quantifiable data—15% performance improvement—and evidential proof—100 client case studies. This transforms your message from a promise into a proven advantage.

Similarly, consider a B2B SaaS platform that helps streamline supply chain management. The prospect’s driver might be to decrease lead times and operational bottlenecks. A powerful answer could be:

“BECAUSE WE reduce average order lead times by 42% through our patented predictive analytics technology, verified in peer-reviewed industry studies.”

The use of numbers, 42% reduction, and third-party validation, peer-reviewed studies, makes the benefit real and credible. It also clarifies exactly how you’re addressing the customer’s desire to decrease lead times and improve efficiency.

This approach works across industries and offerings. The key is to make sure your unique factor is more than a feature. It’s the reason the customer should choose you. It must be something that resonates directly with what the customer wants to increase or decrease, and it must be substantiated by evidence.

Let’s break down the three core elements of a successful B2B value proposition that answers this question:

Start with “BECAUSE WE…”
This framing puts the spotlight on your offering and what it specifically does better. It shows confidence and positions you as proactive, not reactive.

Include a Unique Factor.
This factor could be a proprietary technology, a best-in-class process, an exceptional service standard, or an unmatched track record. It must be distinctive, something your competitors cannot or do not offer in the same way.

Support it with Evidential and Quantifiable Reasoning.
Provide data, case studies, or external validation. Quantifiable metrics, like “15% improvement” or “42% reduction”, give the claim weight and credibility. Evidence, such as independent studies, client testimonials, or performance audits, reinforces the perception of a tangible benefit.