How to Address Client Pain Points in Value Propositions

Every single sales team I’ve evaluated has one thing in common Their lowest score is on the closing competency. Most teams lose the deal long before they ever talk numbers. If your sales reps can’t clearly articulate the client’s pain, connect it to a specific solution, and build a narrative that positions your offer as the only logical next step. They’re not closing. They’re just quoting. ❌ Combining discovery and proposal into one call short-circuits the sales cycle and kills momentum. ❌ Leading with company-centric messaging instead of client pain points loses buyer interest early. ❌ Generic, uncustomized pitch decks fail to engage and don’t advance the deal. When I coach leaders through this, their close rates go up because the conversation shifts from "here’s what we do" to “here’s how we help you.” Here’s how I coach teams to flip the switch: Customize the proposal based on THEIR stated needs and pain points Start with their top 3-5 challenges (from discovery) Confirm you captured them correctly, it builds buy-in Connect ONLY the relevant solutions to each challenge Limit your company’s slides to 2- 3 slides with clear value proposition, this isn’t about you Share a relevant testimonial right before presenting pricing THEN present pricing once they see the value. If your team is stuck in the present and pray proposal cycle, let’s talk. It’s time to teach your sellers how to connect, position, and close with purpose.

𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 𝐀𝐜𝐫𝐨𝐬𝐬 𝐂𝐚𝐫𝐫𝐢𝐞𝐫 𝐚𝐧𝐝 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐏𝐫𝐨𝐯𝐢𝐝𝐞𝐫𝐬 I continue to hear feedback from the carrier side of the industry regarding confusion with solution provider offerings. Having worked on both the carrier and solution provider sides of the insurance industry, I've seen firsthand the misunderstandings and missed opportunities that arise when each side doesn’t fully grasp the other’s goals, challenges, and unique solutions. One of the biggest challenges facing solution providers is clarifying their unique value proposition to carriers. Here’s a quick playbook for solution providers aiming to close that gap: 𝐊𝐧𝐨𝐰 𝐘𝐨𝐮𝐫 𝐂𝐚𝐫𝐫𝐢𝐞𝐫’𝐬 𝐏𝐚𝐢𝐧 𝐏𝐨𝐢𝐧𝐭𝐬 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐏𝐢𝐭𝐜𝐡 Before stepping into a carrier meeting, it’s essential to move beyond your standard pitch. Take time to understand the carrier’s specific pain points and strategic goals. This doesn’t just mean presenting your solution’s features but framing them directly around the carrier’s unique needs. 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐞 𝐛𝐲 𝐏𝐫𝐨𝐛𝐥𝐞𝐦, 𝐍𝐨𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 When multiple vendors are providing similar solutions, the carrier’s choice often boils down to “who understands our challenges best?” Make your focus the problem you're solving, not just the technology behind it. Share real-life case studies or success metrics that align directly with the carrier’s priorities. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐘𝐨𝐮𝐫𝐬𝐞𝐥𝐟 𝐚𝐬 𝐚 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐚𝐫𝐭𝐧𝐞𝐫, 𝐍𝐨𝐭 𝐉𝐮𝐬𝐭 𝐚 𝐕𝐞𝐧𝐝𝐨𝐫 Solution providers who position themselves as partners—invested in the carrier’s success—can achieve far more sustainable relationships. Demonstrate that your team is here to evolve alongside the carrier, providing support as their needs and the market change. 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐞 𝐘𝐨𝐮𝐫 “𝐖𝐡𝐲” 𝐂𝐥𝐞𝐚𝐫𝐥𝐲 Carriers, like any client, want to know why you’re in this industry. When you communicate your mission—whether it’s simplifying claims, improving customer experience, or advancing digital transformation—it builds trust and establishes you as a purpose-driven partner. This is where your passion for the industry and problem-solving expertise can shine. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐢𝐧 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐎𝐮𝐭𝐜𝐨𝐦𝐞𝐬 Clarity in execution and ROI is critical. Carriers want to understand what to expect from onboarding to outcomes. Break down each phase of implementation, offer realistic timelines, and communicate ROI metrics to foster confidence in your solution. By viewing solution-provider relationships as collaborative partnerships and focusing on empathy, understanding, and tailored solutions, we can transform our approach—and our impact. When both sides are aligned, it’s not just about sales—it’s about true innovation and lasting value.

Why Most Validation Proposals Miss the Mark — and How to Win Every Time 🥊 In pharma procurement, I’ve seen it time and again: validation proposals fall flat because they don’t speak the client’s language. As a validation lead, I made sure my proposals did more than just list services — they directly addressed the client’s biggest challenges. Here’s the secret: 1. Start with their pain points. Understand what keeps them up at night — compliance risks, tight timelines, costly delays. 2. Offer clear solutions. Show how your approach solves those problems efficiently and reliably. 3. Back it up with data, outcomes, and realistic timelines. Clients need proof they can trust you to deliver. This approach doesn’t just win projects — it builds lasting partnerships. If you want your proposals to stand out, stop selling services. Start solving problems.