We’re now on the penultimate edition of our series on 5 Simple ways to achieve greater BD success, and this month we’re tackling a challenge that many technical experts in professional services struggle with: articulating your value.
Being great at what you do isn’t enough. If clients don’t fully understand the value you bring, you risk being seen as just another service provider, rather than the trusted adviser they turn to for strategic support.
So, how do you communicate your value in a way that resonates with clients?
Here are four key principles:
1. Speak your client’s language
Your expertise is technical, but your clients likely don’t think in technical terms. Too often, professionals over-explain their processes, using jargon that makes sense internally but leaves clients disengaged. Instead, focus on outcomes:
- Shift from features to benefits – Don’t just explain what you do, explain why it matters to them.
- Use their language – Mirror the terms and priorities your clients use when they talk about their challenges.
- Keep it simple – The clearer and more relatable your message, the more impactful it will be.
For example: Instead of saying “We provide risk assessment and mitigation services”, say “We help businesses avoid costly legal disputes and keep operations running smoothly.”
2. Link your expertise to their goals
Clients don’t buy services; they buy solutions to their problems. Make it easy for them to connect your expertise with their priorities.
- Understand their key business drivers – Are they focused on growth, efficiency, risk reduction?
- Frame your value in their context – How does your work contribute to their bigger picture?
- Use real-world examples – Share stories of how you’ve helped similar clients achieve results.
For example: If you’re a tax adviser, instead of saying “We specialise in corporate tax compliance,” you might say “We help businesses reduce tax liabilities so they can reinvest in growth.”
3. Show, don’t just tell
Telling clients that you’re an expert isn’t enough – you need to demonstrate it through action.
- Share insights, not just information – Rather than listing what you do, offer perspective on industry trends and what they mean for your client.
- Use case studies and success stories – Concrete examples make your impact real and relatable.
- Leverage social proof – Testimonials, client feedback, and referrals reinforce your credibility.
For example: Instead of saying “We are market leaders in engineering consultancy”, share a case study about how your team helped a client cut costs or improve efficiency.
4. Make your value memorable
Clients are busy, and you may only have a short window to make an impression. Ensure your value is clear and easy to remember.
- Develop a concise value statement – A short, compelling summary of what you do and why it matters.
- Use storytelling – People remember stories far more than bullet points.
- Repeat and reinforce – Consistently articulate your value in meetings, proposals, and conversations.
For example: A structural engineer might say “We don’t just design buildings – we design safe, sustainable spaces that people love to work and live in.”
Final thought: Clarity creates confidence
When clients clearly understand your value, they have confidence in your expertise and are more likely to see you as a strategic partner rather than just another supplier. The key to BD success isn’t just having the right skills – it’s making sure your clients recognise and appreciate them.
So, here’s a challenge: Can you explain your value in one sentence, without using any technical jargon?
Next month, we’ll wrap up our BD series with the final piece of the puzzle: Consistency – The key to long-term BD success.
Until next time,
Gary Williams
We are a business development consultancy which is passionate about helping our clients develop processes, skills and behaviours that will result in increased sales and improved margins. 
