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Building your value proposition

Building your value proposition. Workshops Product & Channel Benny Placido. Benny Placido - CV. Building your value proposition. Why?. Why Build a value proposition?. To differentiate To show the value you bring to customers To prevent price erosion

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Building your value proposition

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  1. Building your value proposition Workshops Product & Channel Benny Placido

  2. Benny Placido - CV

  3. Building your value proposition Why?

  4. Why Build a value proposition? • To differentiate • To show the value you bring to customers • To prevent price erosion • Clarity and alignment of your organisation • To make a fast connection with customers

  5. Elements of a good value proposition • Quantify your value • Relevant to your customer • Uniquely differentiating

  6. What makes a good value proposition • Clarity • It communicates the concrete results • It says how it’s different or better than the competitor’s offer. • It avoids hype • The blink test

  7. What to avoid • ‘Never seen before’ • ‘Amazing miracle product’ • Unsupported superlatives (‘best’) • Business jargon (‘value-added interactions’) • ‘People are our greatest strength’

  8. Examples Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle We will help deliver your firm cost-savings, improved financial governance, and efficiency savings to help you gain impressive results.

  9. Top 10 Reasons to outsource your email hosting to Rackspace 1.The Real Difference = Fanatical Support® What makes the Rackspace® Managed Exchange solution different from everyone else is our Award winning customer service - Fanatical Support. Rackspace staff are employed because they are passionate about pleasing customers and willing to go that extra mile to make them happy and solve any issues as quickly as possible. At Rackspace we don't have voice automated systems, instead the phone is answered by a real qualified person within 5 seconds to start helping you straight away - 24/7/365!

  10. How can you work out your Value Proposition

  11. The Market Score Sheet

  12. Market Score Sheet 1

  13. Market Score Sheet 2

  14. Market Score Sheet 2

  15. Importance of Market Score Sheet • Identifies priorities for development • Prioritises the Commit Register • Feeds data to Product Marketing • Emphasizes customer benefits

  16. Developing your value proposition

  17. There is plenty of evidence that a great proposition can support a poor product effectively in the market,and just as much showing that a poor proposition can stop a great product in its tracks

  18. The DNA of Positioning For [Segment] with [This Pain] [Your Product] is a [Category] That [Provides this Benefit] unlike [Competition] we have [Differentiator] Messaging Position Benefit State your claim Make Money Save Money Intangible Benefit Think - Feature Advantage Benefit Product Category = Competition No Category = No Competition = No Market Name your Product Category Differentiator Market Pain How can you differentiate your offering? Perceptions. Portability? Unique IP, Capability. Specifically built for the market and pain? What is the specific pain you are going to fix Market Segment What’s your target segment Don’t say everybody Remember: Money, Pain, Talk to each other Think about individuals – ie Buyers What’s your idea Is there a bigger idea?

  19. Value Proposition Structure For (market segment) Who have (this pain) (Product) Is a (category) That (business benefit) Unlike (competitor) Has ( differentiator) Which (state claim)

  20. Value Proposition [Target Market] For (Software companies) [Pain] That have (a need to grow significant product revenues) [Product] (The XYZ Change programme) [Category] Is a (Series of product & channel management workshops) [Benefit] That (delivers significant improvements in software sales) [Competitor] Unlike (previous consulting or training programmes) [Differentiator] Sowilo Has (developed a proven methodology) [Claim] Which (you can immediately implement without hiring new skills)

  21. Content Marketing • 1895: John Deere launches the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine, considered the first custom publication, is a success and is still in circulation today, reaching 1.5 million readers in 40 countries in 12 different languages. • 1900: Michelin develops the Michelin guides, offering drivers information on auto maintenance, accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition. Eventually, the company began selling these books, yet the publication set a precedent for both informative guides and content marketing distribution. • 1904: Jell-O salesmen go door-to-door distributing their cookbook for free. Touting the dessert as a versatile food, the company sees its sales rise to over $1 million by 1906.

  22. Benny PlacidoSowilo Partners benny@sowilopartners.co.uk 07789 957 830

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