The job of your UVP is getting the attention of your prospect. As it equates to the offer testing process, this is getting them to book a demo call with you. This is simultaneously one of the simplest and hardest steps.
The key to optimizing your UVP is embracing an iterative approach and run evidence-based experiments. Here's how:
Build a metrics culture early by recording your weekly demo calls. This gives you a starting dashboard for measuring the effectiveness of your UVP.
Reaching out to prospects, coordinating a time to meet, and getting them to show up to the meeting has lots of little steps that add up and create enough friction to either make you and/or the prospect drop off. It helps to invest in simple tools like Calendly or a virtual assistant that can automate some of these steps so you focus your time on higher leverage activities.
With a little effort, you can always come up with half a dozen variants to your UVP and pitch a different angle to your value proposition. For example, use a loss aversion frame, use an aspirational frame, promise a better outcome, nail a specific problem, etc.
Don't confuse variants with smaller optimizations. While it is important to constantly tweak your UVPs with better and fewer words, this exercise is about coming up with completely different UVPs for your product.
Pit your most promising variants against each other in your weekly prospecting and double down on the ones that drive the most demo calls booked.
The art of the demo is showing the smallest thing possible that convinces a customer that you can deliver on your promise (UVP).
The demo is also the closest thing you have to showcase your solution and test whether your customers buy into it and define/scope your minimum viable product (MVP).
Here are some steps for further optimizing your demo:
It always helps to be able to see your prospects when pitching. As you walk them through your demo story, pause frequently to check-in with them and be on the lookout for any gestures that suggest they aren't following your story. When that occurs, stop and ask them if they have a question.
Prospects will inevitably ask about other features not shown in your demo. Rather than immediately rushing to agree to them, ask your prospects why and how they would use this new feature. It's perfectly ok to soft-commit to a promising new feature at this stage with outright committing to it in your MVP. As you post-process these feature requests later, you'll need to weigh them against your MVP scope and be prepared to eliminate or slot them for a future release on your product roadmap.
Once you've delivered your demo, add a pause to let the prospect direct the next action. They will either ask you more about the demo or move on to pricing and next-steps. There is little value in getting to next-step conversations unless the prospect is sold on the value of the demo so make sure that is in place first.