Transcript Creating Value Propositions (summary

Creating Compelling
Customer Value
Propositions
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Developing Propositions
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Focus on the impact of key issues and drivers
which are challenging decision makers
Need to demonstrate that:
– by combining your expertise in these areas with
specific service, skills and/or product capability
– you can help customers to address the challenges
and deliver real value to them
– this is sufficiently compelling for them to take action
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Customer Value Proposition
MAJOR ISSUE
Key Drivers &
Concerns of
Customer
VALUE
PROPOSITION
Service 1
Service 2
Issue Expertise
and Experience
Commercial
Relationship
Skillset A
Product X
Skillset B
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Market Segmentation
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Define the Target Audiences for the
proposition
–
–
–
–
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Roles
Vertical Industry
Size of Organisation
etc.
Profile the targets
– Type of people
– Interests
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Target Marketing
Markets
Segments
Customers
Roles
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Target Issues

Identify key concerns, problems, drivers
and issues of target roles
– High on their agenda
Select one issue where we have a
potential solution
 May be different for different roles

– More than one proposition needed?
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Research
Research the drivers and issues and how
they impact organisations
– Published research/press articles
– What our specialists say and our experience
– What our clients say
– What others in market say (competitors,
consultants)
– Are there any known pitfalls to avoid?
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Define Our Solution

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Identify our relevant domain expertise and
experience
Identify relevant products, services, methods
– do they need to be tailored/ enhanced?
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Pull the appropriate components together to
create our solution to the customer issue
Identify most appropriate commercial
arrangements
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Define the Value

Identify the benefits of our solution against
the defined customer issue(s)
– Benefits will be both tangible and intangible
Define ROI if possible
 Identify what is unique/different about our
solution

– Why should the customer buy this from us?
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Any relevant case studies/references?
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Developing Propositions
MAJOR ISSUE
Key Drivers &
Concerns of
Customer
VALUE
PROPOSITION
Service 1
Service 2
5-10%
Issue Expertise
and Experience
Commercial
Relationship
90%+
Skillset A
Product X
Skillset B
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Testing

Try out the proposition on friendly customers
– Does it ring true?
– Is it compelling – would you bite?
– Any suggested improvements?
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Remember that you are seeking to achieve
a dialogue with decision maker
– May not buy the proposition exactly as defined
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Marketing Strategy

How take the proposition to market?
– Market segments
– Target roles
– Existing or new customers
– Sales channels
– Marketing communications
– Pricing policy
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Marketing Strategy

Some issues to consider
– Pricing by value vs. cost plus or sum of
components
– Key marketing and sales messages
– Educate the sales channel
– Selling new ideas/approaches is easier to
existing customers than new ones
– Choose the most appropriate marketing
communications approach
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Bull Associates Ltd.
01494 681187
[email protected]
www.bull-associates.co.uk
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