Value is something your clients perceive. It’s not something you say. You create value because you do a better job than competitors, you do it faster, better, or reducing the risks, among others. You solve a pain. You need to know and exploit your real value, not what you assume to be your value to clients. If you cannot prove it, it’s not real. Creating a value proposition is related to your unique selling point. Quite often, and especially in big companies, sales people forget reality and start enumerating a whole lsit of unknown attributes of the product that marketing has come up with. This starts separating the client from your company. The relationship has come to an end. And maybe your company as well. Avoid the trap, and concetrate on aligning everyone in the company.