Value Proposition Canvas

To get a potential client meeting, use this

Insight from Rameel Sheikh

I went door-to-door to 100+ gas stations across Texas to convince owner operators to sign gas contracts.

(The first business I started was a gas jobber for those confused)

I tried brute forcing my way to get conversations with gas station owners. Anything you can imagine to make the sale, I tried.

The owner wouldn't speak to me until his shift ended? I waited 8+ hours with them.

The owner couldn't speak English (or Urdu)? I would bring a translator.

The owner not wanting to speak to a stranger? I would become their friend by offering to buy their lunch.

Even after these attempts, I still couldn't get a meeting.

These rejections were brutal. They especially stung for an introvert like me.

Until I changed one thing.

I returned to my tech product-building roots to figure out what I could offer to these gas station owners. Maybe if I dangled the right carrot, I would be able to get into the room.

After reflecting, I ended up using a simplified version of a value proposition canvas to get a gas station owner to agree to a meeting.

Check out this chart. We are going to focus on the customer side first.

Here's how you can use a value proposition canvas to get that meeting while still providing value:

1. Customer Segment (VCs) Analysis:

   • Jobs to be Done: Identify the key tasks, goals, or objectives your customers are trying to achieve.
     
     

   • Pains: Understand customers' challenges, obstacles, or frustrations in their work.
     
     

   • Gains: Determine what outcomes customers value or aspire to achieve`

2. Value Proposition Mapping:

   • Pain Relievers: Identify how an offering you could provide can reduce customers' specific pains.
     
     

   • Gain Creators: Determine how your service can enhance the customers desired outcomes.

When I went through this exercise myself, I found that gas station owners wanted to rebrand their stores if this would drive sales in their store. But, they didn't know the first steps to get a rebrand done.

To lock in that meeting, I would offer to bring in a checklist on how to start, organize and complete a rebrand. This would include contractor contact information, financing requirements, and more.

P.S be sure it's valuable enough to warrant their time but workable for you to provide without significant strain on your end.