VALUE PROPOSITION PRESENTED BY YOU EXEC IS NOT
VALUE PROPOSITION PRESENTED BY YOU EXEC
IS NOT IS EXCLUSIVE DESCRIPTION How well does it highlight your A description or your services competitive advantage & set you apart? PAIN-FOCUSED How will your product fix the customer’s problem or improve their and passions. VALUE PROP INFORMATION Information about your company, product and service. life? SPECIFIC What are the specific benefits your target customer will receive? SLOGAN Write some slogan or catchy phrase for your brand.
PROCESS-LEVEL CENTRAL VALUE PROPOSITION Why should your ideal prospect buy from you PRODUCT-LEVEL rather than any of your competitors? 01 02 PROSPECT-LEVEL 11 PROSPECT LEVEL 03 Why should your (Prospect A) buy from you rather than any of your competitors? CENTRAL 10 04 VALUE PROPOSITION PRODUCT LEVEL 09 Why should your (Prospect A) buy this product 05 rather than any of your product? 1 08 06 07 2 3 PROCESS LEVEL Why should your (Prospect A) click this PPC ad rather than any PPC ad? VALUE PROPOSITION SPECTRUM 12
VALUE PROPOSITION BUILDER FRAMEWORK 01 06 MARKET 02 VALUE 03 OFFERINGS The specific group of Benefits minus costs, as The product and service customer you are targeting perceived by the customer mix you are selling PROOF 05 DIFFERENTIATION 04 BENEFITS Substantiated credibility and How you are offering from How your offer delivers believability of your offerings and better than alternatives clear customer value
VALUE PROPOSITION CUSTOMER SEGMENT Gain creators Product & services Gains VS Vs. Pain relievers Jobs Pains
CREATING THE VALUE PROPOSITION The customers and The problem they The scope that our The offering that is our The benefits people who will buy struggle with product will address value proposition can expect TARGET PROBLEM SCOPE SOLUTION BENEFIT(S)
PARTS OF A WINNING VALUE PROPOSITION A value proposition refers to the value a company promises to deliver to customers should they choose Your offering Marketplace offerings What the customer needs to buy their product. Value prop can be presented as a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. YOUR VALUE PROPOSITION
COMPONENTS OF A STRONG VALUE DIFFERENTIATION VALUABLE VALUE PERCEPTION GAP “I want” & “I need ” DIFFERENTIATED SELLER CUSTOMER “No alternatives are as good” Value Proposition Value Perception DECISION TO SELL DECISION TO BUY SUBSTANTIATED “I trust” & “I believe”
3 ELEMENTS OF VALUE PROPOSITION VALUABLE DIFFERENTIATED SUBSTANTIATED CREATES FOUNDATION FOR… COMPONENTS OF A STRONG VALUE PROPOSITION Lead generation success “I want” & “I need ” “The best option? ” “I trust” & “I believe” new client wins/loyalty premium pricing WHAT BUYERS SAY… Low value TAKE ONE WAY Strong value Difficult to Able to “I don’t need” substitute substantiate “Not important enough” Easy to Able to “What’s your best price? ” substitute substantiate “I can do without you” Difficult to Not able to “I’m skeptical” substitute substantiate “Can’t risk it”
HIGH CUSTOMER VALUE MAP Poor Value Company 1 Relative Price Company 3 Company 2 LIN E U AL V IR A F E LOW Company 4 Excellent Value LOW Relative Satisfaction / Quality HIGH
COMPETITIVE POSITIONING MAP VALUE A Competitor 1 Competitor 3 VALUE D Competitor 5 Competitor 2 Competitor 4 VALUE C VALUE B OUR COMPANY
PART 1 VALUE PROPOSITION MESSAGE FLOW DRIVES GOALS PROBLEMS Internal or external drives Customer’s goals in light Obstacles that are influencing customer’s of these internal or preventing them to overriding objectives. external drives. achieve their goals. Your response to those questions or objections. OBJECTION COMPETITION Tangible or intangible benefits they see if you help them eliminate these obstacles. USP PROOF Similar problem solved for other customers. Concrete benefits/ROL HOW Questions & objections Your competitors Your unique selling How your solution does that your customer could approach inferior to proposition to solve help solve this problem & have about your claims. your approach. this problems. deliver these benefits. PART 2 RESPONSE VALUE
PRODUCT CUSTOMER GAIN CREATORS Describe how your products and services create customers gains GAINS Benefits customers expect, desire, or would be surprised by. PRODUCT & SERVICES List of products and services your value proposition is built around JOBS What specific customer segment is trying to get done Describe how your products and services eliminate customers pains, negative emotions or undesired costa and situations PAIN RELIEVERS Company: Ideal customer: Product: Negative emotions, undesired costs, situations and risks PAINS Substitutes:
CUSTOMER VALUE CANVAS PRODUCT Product & services CUSTOMERS Gain creators Describe how your products and services create customers gains List of products and services your value proposition is built around Pain relievers Gains Describe the benefits your customers expects, desires or would be surprised by. Pains Describe how your products and services eliminate customers pains, Describe negative emotions, negative emotions or undesired costa undesired costs, situations and risks and situations Customers jobs Describe what specific customer segment is trying to get done
VALUE COMPARISON TABLE Sample Text Sample Text Sample Text Sample Text LOW VALUE MEDIUM VALUE HIGH VALUE Sample Text
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