What is the term used to describe a statement that explains why a customer should do business with a company?

The term that describes a statement explaining why a customer should do business with a company is known as a value proposition. This concept highlights the specific benefits and value that a product or service provides to the customer, differentiating it from competitors. It effectively communicates why a consumer should choose that particular product or service over others, focusing on the unique features, advantages, and the overall solution it offers to meet consumer needs.

A mission statement outlines the fundamental purpose and guiding principles of a company but does not specifically address the reasons for customer transactions. A marketing message is broader and encompasses various promotional communication strategies, not solely focusing on the unique value to customers. A brand promise, while related to the expectations a brand sets with its customers, is not as directly focused on the specific value being offered in a transaction as a value proposition is. Therefore, the value proposition is the most accurate term in this context.