Presenting a Clear Value Proposition
CEFR: B2
Read/Listen first
When I present our new battery upgrade to the military client, I start with the problem. Their current batteries are becoming obsolete, and they have already lost time and money replacing failing parts. I explain that we have been testing this new battery for months and that our prototype passed every safety test last year. With the upgrade, each simulator will run longer between maintenance checks, so training time increases while costs decrease. I show a simple chart to compare total cost over five years and I say, “If you choose this option, you will save around fifteen percent.” I also stress reliability: with this solution, instructors don’t have to cancel sessions at the last minute. Finally, I tell them that we can finish the retrofit before the end of the year, which helps them keep this year’s budget. In short, the upgrade is safer, more reliable, and more cost-effective.⚡ Learning goals
- Can present a clear value proposition linking client problems to concrete benefits.
- Can compare short-term costs and long-term savings for a technical project.
- Can reassure a client about reliability and deadlines using conditional sentences and modal verbs.
✨ Key language
- This upgrade will save you money. “This upgrade will save you money over time.”
- In the long term, costs decrease. “In the long term, your total costs decrease.”
- It is safer and more reliable. “It is safer and more reliable than your current system.”
⚙️ Rules & Grammar — 4 Structures
1️⃣ Present perfect continuous for ongoing projects
Rule: Use have/has been + -ing to show an action that started in the past and is still relevant now.Examples: We have been testing this new battery for months; She has been working on this project since June; They have been analysing the data all week.
Common pitfall + fix: Learners often use past simple (*we tested for months*) when the activity is still relevant — use present perfect continuous (*we have been testing for months*).
Choose the best option: We ____ working on this upgrade for six months.
Tip: Think about an action that started in the past and is still true now.
Fill with the best answer: We ______ this new battery for months.
Tip: Use have/has been + -ing to show a long, ongoing action.
2️⃣ Past simple for completed results
Rule: Use past simple to talk about finished events at a specific time in the past.Examples: Our prototype passed every safety test last year; The client approved the budget yesterday; We sent the final report on Monday.
Common pitfall + fix: Learners sometimes use present perfect with a finished time (*has passed last year*) — for finished time expressions, use past simple (*passed last year*).
Choose the best option: Our prototype ____ the safety tests last year.
Tip: Look for a clear past time reference like “last year”.
Fill with the best answer: The prototype ______ all tests last year.
Tip: Use the simple past form for finished actions in the past.
3️⃣ First conditional for value and outcomes
Rule: Use if + present simple, will + base verb to talk about real future results.Examples: If you choose this option, you will save around fifteen percent; If they approve the upgrade, they will reduce downtime; If we solve the problem, the client will be satisfied.
Common pitfall + fix: Many learners use will in both clauses (*if you will choose*) — keep will only in the result clause (*if you choose, you will save*).
Choose the best option: If you ____ this upgrade, you will cut costs.
Tip: In the if-clause, use present simple, not will.
Fill with the best answer: If you choose this option, you ______ money.
Tip: Use will + base verb in the result clause.
4️⃣ Modal verbs for obligations and benefits
Rule: Use modal verbs like must, have to, don’t have to, should to show obligation, lack of obligation, or advice.Examples: Instructors don’t have to cancel sessions at the last minute; We must respect the client’s safety standards; You should highlight the long-term savings in your slides.
Common pitfall + fix: Learners often add to after modals (*must to cancel*) — use the base verb only (*must cancel*).
Choose the best option: With this upgrade, instructors ____ cancel sessions at the last minute.
Tip: After modal verbs, use the base form without to.
Fill with the best answer: In your slide, you ______ the long-term savings.
Tip: Use should + base verb to give strong but polite advice.
✍️ Vocabulary
upgrade
Meaning: an improvement to an existing product or system.Synonyms: improvement, enhancement, update.
Chunk/Idiom: upgrade a system to meet new standards.
Example: We plan to upgrade every simulator this year.
Morphology: noun/verb; regular verb, upgraded, upgrading.
Self-practice: Describe one system at work you would like to upgrade.
prototype
Meaning: the first working version of a product used for testing.Synonyms: test model, sample, trial version.
Chunk/Idiom: build a prototype before large-scale production.
Example: Our prototype passed all the official safety tests.
Morphology: noun; countable, plural prototypes.
Self-practice: Write one sentence about a prototype you have seen or used.
maintenance
Meaning: regular work needed to keep equipment in good condition.Synonyms: servicing, upkeep, repair work.
Chunk/Idiom: reduce maintenance costs with better equipment.
Example: The new battery reduces maintenance for every simulator.
Morphology: noun; uncountable, technical register.
Self-practice: List two machines that require regular maintenance at your company.
reliability
Meaning: the quality of working well every time without failing.Synonyms: dependability, consistency, stability.
Chunk/Idiom: improve reliability to avoid last-minute cancellations.
Example: Higher reliability means fewer cancelled training sessions.
Morphology: noun; from reliable, abstract quality.
Self-practice: Explain why reliability is important in your sector.
budget
Meaning: an official plan showing how much money can be spent.Synonyms: financial plan, spending limit, funding envelope.
Chunk/Idiom: keep the project inside this year’s budget.
Example: We can finish the retrofit within this year’s budget.
Morphology: noun/verb; budget, budgets, budgeting, budgeted.
Self-practice: Write one sentence about your team’s budget this year.
cost-effective
Meaning: giving good results for the amount of money spent.Synonyms: economical, efficient, good value.
Chunk/Idiom: a cost-effective solution over five years.
Example: The upgrade is the most cost-effective option long term.
Morphology: adj.; comparative more cost-effective, superlative most cost-effective.
Self-practice: Compare two products and decide which is more cost-effective.
☁️ Examples (+ audio)
This upgrade will save your team money over the next five years.
Our prototype passed all safety tests before we offered it to any clients.
If you choose this option, you will reduce downtime and cancellations.
In the long term, the battery is more reliable and more cost-effective.
✏️ Exercises
Grammar
Which option best completes the sentence? “We ____ this battery for months.”
Tip: Think about a long action that started in the past and continues now.
Choose the best option: “If you choose this option, you ____ money.”
Tip: For real future results, use will + base verb.
Fill with the best answer:
Our prototype ______ every safety test last year.Tip: Use simple past with clear time expressions like last year.
Fill with the best answer:
With this upgrade, instructors ______ sessions at the last minute.Tip: Use a modal expression to show that the obligation disappears.
Vocabulary & Comprehension
What key benefit does the presenter highlight with the chart?
Tip: Focus on total cost over five years, not on technical details only.
Which word best describes “fewer last-minute cancellations”?
Tip: Think about a system that works every time without failing.
Fill with the best answer:
Finishing the retrofit this year helps the client use this year’s ______.Tip: Use the finance word that describes a planned amount of money.
Fill with the best answer:
The presenter says the upgrade is more ______ than the current solution.Tip: Use the adjective that means good value for money.
✅ Guided practice
Mini-dialogue:
A: “Our client is worried about obsolescence and cancelled sessions.”B: “Then we should highlight how this upgrade improves reliability and saves money.”
A: “Good idea. I will add one slide about long-term savings and another about fewer cancellations.”
Why this matters:
A clear value proposition connects technical details to real client benefits. It helps decision makers justify the cost. It also reduces risk by showing how your solution protects their budget and operations.Verb & Adjective Pack:
present — We present the upgrade as a long-term solution.justify — You must justify the higher price with clear savings.
compare — We compare total cost over five years, not just purchase price.
reliable — A reliable system means fewer last-minute cancellations.
cost-effective — This is the most cost-effective option for the client.
Try & compare:
Fill with the best answer: This upgrade ______ over five years.
Tip: Use will + base verb to talk about a clear future result.
Self-correction: Fix the sentence: This upgrade saving you money and time.
Tip: Make a full sentence with subject + will + base verb.
Practice aloud: Listen, repeat, then type the sentence.
If you choose this option, you will save around fifteen percent.
Tip: Notice the rhythm of “If you choose this option, you will save…”.