The 'So What?' Test: Ensuring Your Value Prop Actually Matters

In the world of B2B sales, particularly for tech startups, having a compelling value proposition is crucial. But how do you know if your value prop is actually resonating with potential customers?

Enter the 'So What?' test - a simple yet powerful tool to refine your messaging and ensure it truly matters to your audience.

What is the 'So What?' Test?

The 'So What?' test is a thought exercise where you critically examine your value proposition by asking "So what?" after each claim or benefit you state. This helps you dig deeper into the real value you're offering and forces you to articulate why anyone should care about what you're selling.

Why It Matters

1. Cuts Through the Noise: In a world where buyers are bombarded with sales messages, a value prop that passes the 'So What?' test stands out.
2. Focuses on Customer Benefits: It shifts your perspective from what you think is great about your product to what actually matters to your customers.
3. Improves Conversion Rates: A well-crafted value prop that answers the "So what?" question effectively can significantly boost your conversion rates.

How to Apply the 'So What?' Test

Let's walk through the process with an example:

Initial Value Prop: "Our AI-powered analytics platform processes data faster than any other solution on the market."

Now, let's apply the 'So What?' test:

1. "Our platform processes data faster." So what?
2. "It saves time in data analysis." So what?
3. "Companies can make decisions quicker." So what?
4. "Faster decisions lead to competitive advantage." So what?
5. "This could result in increased market share and revenue."

By the fifth "So what?", we've uncovered a much more compelling value proposition: "Our AI-powered analytics platform helps companies gain market share and increase revenue by enabling faster, data-driven decisions."

Common Pitfalls to Avoid

1. Feature Fixation: Don't get stuck listing product features. Always tie features to benefits.
2. Jargon Overload: Using too much technical language can obscure your real value. Keep it simple and clear.
3. Generalization: Avoid vague claims like "best in class" or "revolutionary". Be specific about your unique value.
4. Ignoring Pain Points: Your value prop should directly address your customers' challenges or pain points.

Putting It Into Practice

Here's a step-by-step approach to apply the 'So What?' test to your value proposition:

1. Write Down Your Current Value Prop: Start with what you're currently using.
2. Ask "So What?" Repeatedly: Keep asking until you reach a benefit that truly matters to your customer.
3. Refine and Simplify: Take your final answer and craft it into a clear, concise statement.
4. Test with Real Customers: Run your new value prop by some trusted customers or prospects for feedback.
5. Iterate: Based on feedback, continue to refine your value prop. It's an ongoing process.

Conclusion

The 'So What?' test is a powerful tool for ensuring your value proposition resonates with your target audience. By forcing yourself to dig deeper and articulate the real value you provide, you'll craft messaging that truly matters to your prospects. Remember, in B2B sales, it's not about what you think is great about your product - it's about what your customers actually care about.

Take the time to run your current value proposition through the 'So What?' test. You might be surprised at how much clearer and more compelling your messaging becomes.