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You’ve had the conversation, the customer’s told you what matters to them and now you’re about to pitch something that doesn’t quite match. Or worse, you dive into features, hoping something sticks. It’s easy to do but it’s also where sales fall apart. If you want people to see the value, you’ve got to connect the dots for them.

That’s where VAPs come in.

What’s a VAP?

A VAP (Value Added Proposition) is your way of showing the customer, “I heard you.” It’s the opposite of generic selling. Instead of listing features or throwing in extras, you link what you offer to what they actually said they wanted.

Here’s the simple format:

“You told me… so, I recommend… which means… how does that sound?”

It works because it’s rooted in their words, not yours.

“You told me you wanted more peace and quiet while working from home.

So I recommend these headphones, which have noise-cancelling tech built in.

Which means you can finally take calls without hearing the kids next door learning the recorder.

How does that sound?”

It’s clear and it works!

How to build a VAP

The quickest way to build VAPs into your sales is to pay attention:

• Ask better questions. What does the customer care about? What’s not working right now?

• Write it down. Literally, their words are gold!

• Match what you offer. If there’s a clear fit, make it obvious. If not, don’t fake it.

VAPs are useful everywhere

VAPs help in all sorts of places:

• In follow-ups - to remind customers what they said and how you’re meeting it

• In proposals - to keep it focused and relevant

• In coaching – to help your team stop selling stuff and start selling meaning

Selling well means listening first, then linking what you offer to what matters to the customer. If your team are still rattling off features and hoping for the best, this The Reality is Sales Training podcast episode is a good one to share: Explaining VAPs: Selling the Value That Matters to Them. It’s only 13 minutes and packed with simple, practical ideas you can use straight away.