This header image was generated using AI (Midjourney) for illustrative purposes. Used under commercial licence.
Value proposition improvement is essential for B2B brands in construction and manufacturing that want to stay relevant, credible, and competitive. This article outlines five practical steps to sharpen your proposition: aligning with customer insights, applying Bain & Company’s value pyramid, running internal workshops, refreshing your messaging, and embedding it across all touchpoints. With examples, proof points, and actionable advice, it shows how continuous improvement can turn a good value proposition into a strategic advantage.
Value proposition improvement is the final – and most practical – step in building a brand that truly resonates. In Part Three, we explored what makes a value proposition effective: clarity, relevance, and credibility. Now, we turn insight into action.
This final part of the series outlines five essential steps to help you refine and embed your proposition across every part of your business. It’s designed specifically for marketers in construction and manufacturing, where buying decisions are complex, multi-layered, and driven by both rational and emotional value.
If you’ve missed earlier parts of the series, you can catch up here:
Contents
Why value proposition improvement matters
Even the most well-intentioned propositions can miss the mark.
According to Bain & Company, while 80 percent of companies believe they deliver superior value, only 8 percent of customers agree. That disconnect often comes down to poor articulation, internal assumptions, or a lack of relevance to what buyers actually care about.
In construction and manufacturing, where buying journeys involve multiple roles and trust is essential, ongoing value proposition improvement is critical to staying relevant.
“A great value proposition is not written once. It is refined, tested, and evolved as your customers and your market change.”
Step 1: Align with your customers’ reality
Any value proposition improvement strategy should start with your customers.. The most effective propositions are built on direct insight into what your buyers value most, not assumptions.
Too many brands shape their messaging from the inside out. But real value comes from the outside in.
That means investing time in customer research across your decision-maker groups: specifiers, developers, contractors, merchants, and installers.
Use both qualitative and quantitative insights:
-
Interview insights from sales conversations and post-project reviews
-
Common objections raised in tenders or technical submissions
-
Verbatim feedback from review platforms, surveys, or field reports
This insight often reveals blind spots: values you may be underselling, or pain points your messaging fails to resolve.
Step 2: Revisit the value pyramid
In Part Two, we covered Bain & Company’s B2B Elements of Value – from foundational benefits like cost and performance to more emotional drivers like trust, confidence, and purpose.
Use this framework to audit your current proposition:
-
Are you over-indexing on functional or technical claims?
-
Are emotional drivers like reassurance or pride being overlooked?
-
Do different stakeholders see the full picture of your value?
In construction, a specifier may value sustainability and reputation, while a contractor may focus on installation speed and ease. A strong proposition addresses both.
Bain found that companies delivering four or more highly rated value elements experience a 3.5 times increase in customer loyalty compared to those delivering only one.
Video: The Elements of Value for B2B Companies. © Bain & Company. Originally published on Bain & Company’s official YouTube channel. Used here for commentary and educational purposes only. No affiliation or endorsement is implied.
Step 3: Workshop your internal alignment
Value proposition improvement is not just a marketing task. It is an opportunity to unite your business around a single, clear promise.
Host collaborative workshops involving:
-
Sales and account teams to validate message accuracy
-
Product and technical teams to confirm feasibility
-
Customer service to share how clients describe your value
Test your proposition using real client scenarios. Does it resonate with a specifier focused on net zero goals? Can your sales team summarise it on a merchant visit?
If it falls flat at any stage, it signals an opportunity for value proposition improvement.
A good proposition should survive the site, the sales deck, and the boardroom.
Step 4: Refresh your proposition language
Clarity wins. In B2B construction and manufacturing, that means being precise, outcome-driven, and easy to repeat.
Use these four principles:
1. Be outcome-focused
Buyers want to know what they will gain. Instead of saying “we manufacture fixings,” say “we help contractors avoid rework delays with fixings that meet inspection criteria first time.”
2. Tailor it to each audience
Specifiers want performance and compliance. Contractors want speed and simplicity. Merchants care about demand and margin. Speak to each with intent.
3. Build in proof
Support your value with case studies, stats, awards, or accreditations. Real-world evidence builds credibility.
4. Make it repeatable
If your sales or account team cannot explain your value in a sentence, it is not working. Keep it short, sharp, and sticky.
Step 5: Embed it consistently across your brand
To be effective, value proposition improvement must extend beyond messaging into every touchpoint buyers experience.
That includes:
-
Your website, brochures, and case studies
-
Pitch decks, spec sheets, and tender responses
-
On-site materials, merchant tools, and sales conversations
-
Email footers, social bios, and ads
Consistency reinforces trust. When your message stays the same across all environments, your brand feels stronger and more reliable.
Learn from great examples
Here are a few value propositions that work because they are clear, relevant, and believable:
John Deere: “We run so life can leap forward.” – Functional, human, and forward-thinking.
Slogan: “We run so life can leap forward.” © John Deere. Quoted from the official John Deere website deere.com. Used here for commentary and educational purposes only. No affiliation or endorsement is implied.
FedEx: “When it absolutely, positively has to be there overnight.” – A clear promise, built on trust.
Ad: “When it absolutely, positively has to be there overnight.” © Federal Express. Originally aired in 1981 during NBC’s broadcast of *The Gauntlet*. Sourced from YouTube (ewjxn channel). Used here for commentary and educational purposes only. No affiliation or endorsement is implied.
Your brand: Could it promise “on-site simplicity, specifier confidence, and merchant-ready delivery support”?
You do not need to be poetic. You need to be practical, compelling, and customer-first.
Final thoughts: Improvement is never finished
This marks the final part of our series on what B2B customers really value.
We’ve explored:
-
Who the decision-makers are
-
What buyers care about most
-
What makes a proposition effective
-
How to sharpen it for real-world performance
If there is one takeaway, it is this:
A great value proposition is not written once. It is refined, tested, and evolved as your customers and your market change.
When done well, value proposition improvement becomes a strategic advantage – a tool to win work, build belief, and drive long-term growth.
Want to revisit the full series?
Start from Part One
Still have questions? We’ve answered some common ones below:
Frequently asked questions
Value proposition improvement means refining the way your brand communicates its core promise, so it reflects what your buyers actually value. It involves reviewing your message for clarity, relevance, and proof. This helps ensure it resonates with stakeholders across long and complex B2B buying journeys.
If buyers are asking for clarification, if sales teams are adapting the message differently, or if your materials are not getting traction, those are signs your proposition may need improvement. You can also spot gaps by reviewing customer feedback, lost deals, and tender responses for patterns in confusion or missed expectations.
A well-defined proposition gives both teams a shared message to work from. Marketing can build campaigns that reflect real buyer needs, while sales can confidently explain the benefits in simple, outcome-led terms. This creates a smoother journey from first contact to final decision.
No. Value proposition improvement is a strategic exercise that can happen at any stage, regardless of your visual identity. It focuses on sharpening your messaging, not redesigning your brand. Many successful B2B businesses improve their value proposition regularly without changing how their brand looks.
When your message is clear, specific, and backed by evidence, it lowers the perceived risk for buyers. In sectors like construction, where decision-makers often feel pressure to justify their choices, an improved value proposition can provide the reassurance they need to act with confidence.
Copywriting is about how you say something. Value proposition improvement is about what you say and why it matters. You can have great writing, but if the core message is not aligned with buyer priorities, it will still miss the mark. A strong value proposition should inform every piece of copy you create.
Ideally, you should review it annually or after any significant change in your audience, market conditions, or business direction. Regular value proposition improvement helps ensure your message stays aligned with customer needs and competitive expectations.
