a value proposition… - shipleywins.com · a value proposition is based on the win strategy...
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1 certification CEU www.shipleywins.com
Daryl JonesBusiness Development
David BolBusiness Winning Services
Mallary PriceTraining Coordinator
Kelson ForsgrenProgram Development
A Value Proposition…What is it, really?
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Webinar Agenda
Defining Value
Defining Proposition
Defining a Value Proposition
Developing a Value Proposition
Applying the Value Proposition
Question and Discussion
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A Value Proposition is NOT
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The same as a proposal theme
statement
Solely based on monetary value
• A slogan • A Tagline • A catch phrase
Based only on features
A list of definitions or specifications
Always written
verbatim into the proposal
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What Constitutes Value?
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Value in mind of the customer
Monetary payback or savings
Efficiency gains
Competitive advantage
Discriminates: Better, different, and important to customer
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What is a Proposition?
Simply put, a proposition is an offer with some type of benefit.
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“Show me the value…”
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A Value PropositionAn offer demonstrating measurable value/worth to the customer must be:
Developed collaboratively with the customer Based on win strategy
• Analysis and discriminators
Focused on tangible and measurable benefits Able to solve a problem or save money (ROI) Quantifiable (value outweighs cost) Time bound
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Clarifying Vocabulary Related to Value Propositions
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A benefit that is important to the customer and is uniqueto you. Discriminators
A theme statement highlights our benefits by emphasizing our discriminators or features. Link benefits to customer hot buttons.
Theme Statement
Aspects, or attributes of our product or service—Speed, schedule, dollars of revenue collected, etc.Features What
Advantages that solve a problem for the customer—Reduced cost or risk, improved quality, reliability, profit, safety, etc.
Benefits (Value) So What
Themes link discriminating features and benefits to customer – Demonstrates VALUE.Win Theme Why Us
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A Value Proposition is Based on the Win Strategy
Analyze strengths and gaps (SWOT) of you and your competitors
Articulate and demonstrate value your customer cares about
Determine where and how to convey your value proposition
Show the customer how your solution meets their value definition
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Win Strategy Development Analyze SWOT
Features & Benefits Discriminators Hot Buttons
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Creating a Value Proposition Requires AnalysisSWOT analysis helps us:
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Perform SWOT for us and each competitor
Identify what makes us better and different (discriminators)
Challenge all assumptions
Build consensus on our offer and value proposition
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3. Neutralizeour
Competitors’ Strengths
Articulate Value through Win Strategy
1. Leverageour Strengths
2. Mitigateour Weaknesses
& Risks4. Exploit our Competitors’ Weaknesses
VALUE
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A Value Proposition Must be Based on Discriminators
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Neutral PositionCustomer Needs ItCompetitor Has ItWe Have It
Irrelevant PositionCustomer Doesn’t Need ItCompetitor Has ItWe Have It
Our WeaknessCustomer Needs ItCompetitor Has ItWe Don’t Have It
Our DiscriminatorsCustomer Needs ItCompetitor Doesn’t Have ItWe Have It – Find out $
YES!
MAYBE
NO!
NO!
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What Customers Might Want to Measure
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Turnover Percentages Dollars Time vs. Investment Accuracy
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Question
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How do you coach a sales team to provide the info you need to be able to write a value prop?
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Sales Should Clarify Issues, Motivators, and Hot Buttons
Issues are the customer’s concerns. Issues are the worry items that keep the customer awake at night.
Motivators are the objectives that the customer is trying to achieve:• Improve profits• Increase revenue• Reduce costs and redundancy• Improve safety and response time• Provide security• Demonstrate value to taxpayers
Hot Buttons are a consolidated set of issues and motivators.
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Questions
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How is value proposition distinguished from win theme
or theme statement?
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Build a Theme Statement with a Value Proposition
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Outdoor Sports Global will reduce the cost of sales tracking and lead nurturing campaigns by selecting Vibrant to implement a CRMsystem that reduces overall marketing costs by 35 percent.
Feature
Quantified Return (value)
Benefit (Impact)
Customer
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Outdoor Sports Global will reduce marketing costs by 35 percent over two years by implementing Vibrant’s CRM system at cost savings of over $225,000 per year compared to the current OSG system and support personnel.
A More Detailed Value Proposition
Feature$ ROI
ROI Timeline
Quantified Benefit
(Impact)Customer
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Questions
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“Can a value proposition be shown through graphics instead
of in writing (text)?”
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Apply the Value Proposition Everywhere!
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In Summary:Elements of Value Proposition
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Quantified Improvement
Results, Measurement, and Tracking
Payback
Cost Solution
Timing
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Questions
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https://www.shipleywins.com/webinars/
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1 certification CEUwww.shipleywins.com
Thank you!
Daryl [email protected]
David [email protected]
Mallary [email protected]
Kelson [email protected]