Posts tagged value proposition
What one truck’s dangerous driving taught me about sales strategy

When a truck pulled out in front of my car I swerved out of the way and mentally made a note of the truck’s features. Three years later, all I remember about that vehicle is the bright, well-known store logo. To this day I refuse to buy anything from this store, although the only thing I have against it is that one member of staff made me feel unsafe while driving my car. I wonder whether the safe driving of the delivery employees was part of the organization in question’s sales and marketing strategy?

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How a total value proposition sets the stage for true customer-centricity

How do you operate in a world where the customer has more and more power?  Is there a successful way to understand what’s going on customers’ minds so that you can ensure your business meets or exceeds their expectations? And finally, do you know how to make the necessary changes to your business – processes and offerings – to ensure your customers are happy in this relationship?

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10 ways to check if you need a new value proposition

Value like beauty is contextual; it’s in the eye of the beholder.  It depends not only on functional, rational factors such as price, security and speed but also on emotional factors such as, ‘what’s in this for me?’, and ‘how will this make me look?’. People are often unaware that they are making buying decisions based on unconscious, emotional factors.  That’s why just asking people what they want, doesn’t work.

A renewed value proposition can bring directness, clarity and simplicity into what you do, how you think about your company and how you portray this to customers, both through your offerings and communications.

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The Emperor’s New Value Proposition

Most of us remember the story of the Emperor’s new clothes.  For those who need a refresher – the story tells of the Emperor who cared for nothing but his appearance and attire and who hired two tailors who promised him the finest suit of clothes from a fabric invisible to anyone who is unfit for his position or ‘just hopelessly stupid’. The Emperor cannot see the cloth himself, but pretends that he can for fear of appearing unfit for his position; his courtiers do the same. With each successive description of the swindlers’ wonderful cloth, it becomes more substantial, more palpable, and a thing of imaginative beauty for the reader even though it has no material existence. When the swindlers report that the suit is finished, they mime dressing him and the Emperor then marches in procession before his subjects, who play along with the pretence. Suddenly, a child in the crowd, too young to understand the desirability of keeping up the pretence, blurts out that the Emperor is wearing nothing at all and the cry is taken up by others. The Emperor cringes, suspecting the assertion is true, but holds himself up proudly and continues the procession.

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Value Proposition: 6 essential need-to-knows

Now we all know rationally that nothing in life is easy and that a bit of blood, sweat and tears usually pays off with a good result. But as humans, secretly and emotionally we hope for (and are always on the look out for) the quick answer and the short-cut solution – the infamous ‘silver bullet’. The surge in interest in ‘value proposition’ suggests that we’re hopeful it’ll prove to be one of those silver bullets.

There isn’t an easy answer but we’ve put together the essential 6 things to help smooth your value proposition journey.

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Are you mad? Choose your markets well

The ‘Value Proposition Builder’ has six phases, or inputs, that lead to the creation of your Value Proposition, the output of which can be a statement, a full template or a range of high level messaging which is then used as the internal ‘blueprints’ for all your sales and marketing communication.

This first Market phase answers the question, “Who is most likely to buy your product/service?”

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