--- title: Speak to something your prospects actually value | Built for This · Formula L4 description: “Oh yeah? How do you do that?”These are the magic words you want a prospect to ask following your value proposition. I was recently attending a group session where several leaders were asked to articulate their companies value, and I was not surprised with how many struggled. Communicating value that matters to your customers and prospects is tricky, for four big reasons:1. It requires a deep understanding of your customer2. It requires us to get out of our own heads and put things in their lang image: https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_e824fb949ddb4267b6fa1e6c390fbdb4~mv2.png --- [![Formula L4](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) - [Home](https://www.formulal4.com/home) - [The OS](https://www.formulal4.com/os) - [The Operating System](https://www.formulal4.com/os) - [The Growth Platform](https://www.formulal4.com/growth-platform) - [How We Work](https://www.formulal4.com/how-we-work) - [About](https://www.formulal4.com/team) - [Insights](https://www.formulal4.com/insights) - [Speaking](https://www.formulal4.com/speaking) - [Client Login](https://formulal4.learnupon.com/) - [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [— The Growth Platform](https://www.formulal4.com/growth-platform) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Client Login](https://formulal4.learnupon.com/) [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Insights](https://www.formulal4.com/insights) · Built for This · # Speak to something your prospects actually value “Oh yeah? How do you do that?”These are the magic words you want a prospect to ask following your value proposition. I was recently attending a group session where several leaders were asked to articulate their companies value, and I was not surprised with how many struggled. Communicating value that matters to your customers and prospects is tricky, for four big reasons:1. It requires a deep understanding of your customer2. It requires us to get out of our own heads and put things in their lang ![Holly LaBoda](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) Holly LaBoda Founder · Formula L4 November 13, 2023 Built for This ![](https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_e824fb949ddb4267b6fa1e6c390fbdb4~mv2.png) Listen to this article # Speak to something your prospects actually value - ![Writer: Holly LaBoda](https://www.formulal4.com/hubfs/Imported_Blog_Media/ACg8ocKjk9KWsJ6ToFMafxblpDJF-lZ5Za-avr79bfUQCDif8w=s96-c-Jan-05-2026-07-26-51-1011-PM.jpg) [Holly LaBoda](https://www.luminariesconsulting.com/profile/holly/profile) - Nov 13, 2023 - 2 min read Updated: Mar 14, 2024 **“Oh yeah? How do you do that?”** These are the magic words you want a prospect to ask following your value proposition.  I was recently attending a group session where several leaders were asked to articulate their companies value, and I was not surprised with how many struggled. Communicating value that matters to your customers and prospects is tricky, for four big reasons: 1. It requires a deep understanding of your **customer** 2. It requires us to get out of our own heads and put things in **their language** 3. It has to be valuable and unique ENOUGH to be **intriguing ** 4. It has to roll off our tongues easily to be **useful** All of those things sounds simple but they take thought, strategy and practice to get there. Value props work best when they are concise, compelling, and in your customers language. It’s not a description of all that you do, and certainly doesn’t list off things like how long you’ve been in business, and - here’s the part that trips people up - it doesn’t even explain anything. > What you want the value proposition to do is simply intrigue someone enough to ask, **“Oh yeah? How do you do that?”** It’s a conversation starter. Then you follow it up with an example of how you deliver that value and you’re off to the races. In our [**Targeted Prospecting**](https://logisticssalesacademy.thinkific.com/courses/targeted-prospecting?__hstc=17059494.48b498a23f6f66d8fc819128d999a056.1767059263289.1767059263289.1767059263289.1&__hssc=17059494.6.1767059263289&__hsfp=1936580737) program we develop value props that pass this quality check, then use them to craft entrance strategies. But really the uses are innumerable. ![ree](https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_d7800ef62ad34e3aa25fc6a1c5396b43~mv2.png) Imagine a world where your company had complete clarity on which types of customers they knock it out of the park for, where everyone knew what mattered to those companies AND how to communicate the **VALUE **you bring to those priorities. Imagine if every one of your employees was so confident in that they could easily participate in this kind of dialogue at a trade show, or in a coffee shop line. *Them: What do you do?* *Me: I help companies get, keep, and grow their ideal clients so they can scale their business.* *Them: Oh really? How do you do that? (ding, ding, ding!)* *Me: It depends on what their specific needs, but often we work with people on *[*building critical skills*](https://luminariesconsulting.com/insights-%26-tools/f/talent-development-that-pays-you-back)* in their customer-facing talent, and *[*evolving their sales strategy*](https://luminariesconsulting.com/insights-%26-tools/f/a-sound-strategy-matters-now-more-than-ever-is-yours-up-to-par)* to meet their growth targets.* *Them: How do I get some of that? * ### Now imagine your whole team used all that power to INTENTIONALLY target the right prospects and connect with them. Boom. Sky is the limit. - [Sales](https://www.luminariesconsulting.com/blog/categories/sales) - [Account Management](https://www.luminariesconsulting.com/blog/categories/account-management) - [Strategy](https://www.luminariesconsulting.com/blog/categories/strategy)       [Back to Built for This](https://www.formulal4.com/insights) Share this article Built *for This.* Formula L4 Newsletter & Insights Strategy is built in the boardroom. It lives or dies in the field. Practical thinking on getting a growth strategy all the way to the front line. Published by Holly LaBoda. Written by ![Holly LaBoda](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) Holly LaBoda Founder · Formula L4 Facilitator, growth strategist, and the person growth leaders call when their organization has outgrown how it operates. M.S. Performance Improvement. 18 years inside logistics, supply chain, and distribution. Take the next step See where your strategy breaks down Eight questions, about seven minutes, no email needed. See exactly where your strategy and your system pull apart. [Take the Alignment Check →](https://www.formulal4.com/alignment) Talk with Holly 30 minutes to find out if your situation is one we can help with. [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) What's next ## From reading *to executing.* The thinking is free. The system that makes it real is what we build together. Start with the Sales Strategy Alignment Check — or book a Growth Momentum Review directly. [Take the Alignment Check](https://www.formulal4.com/alignment) [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) No commitment required · Logistics · Supply Chain · Distribution · Professional Services [![Formula L4](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Growth Inflection Signals](https://www.formulal4.com/growth-inflection-signals) [Client Login](https://formulal4.learnupon.com/) [holly@formulal4.com](mailto:holly@formulal4.com) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "jobTitle" : "Founder", "name" : "Holly LaBoda", "sameAs" : [ "https://www.linkedin.com/in/hollylaboda/" ], "url" : "https://www.formulal4.com" }, "dateModified" : "2026-01-05", "datePublished" : "2023-11-13", "description" : "“Oh yeah? 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