The first thing I'd say is that nobody buys value propositions. Really. Value propositions are useful marketing tools, and useless sales tools. In phone prospecting you have (approximately) 3 seconds to get 30 seconds to get 3 minutes to get 30 minutes. If you don't sound right, you will have a challenge getting 3 seconds and rarely 30 seconds. Your question is not actually about Value Proposition as much as it is about Prospecting. This might be fixable... Cheers, Marty