a differentiated value proposition€¦ · charles revson, the founder of revlon cosmetics, he...

Sales Empowerment:A Differentiated Value Proposition

Charles Revson, the founder of Revlon Cosmetics, He managed to build a

multi-billion dollar cosmetic empire.

That’s because he knew what he was selling – and it wasn’t cosmetics.

He stated in this famous quote:

“In the factory, we make cosmetics,in the store, we sell hope.”

“We are confident that customers will buy from us because our company solves (customer problem) better than ANY alternative.”

• Proof 1:• Proof 2:• Proof 3:

1.○

2.○

3.○

31,875Prospect Website Sessions

Goal: 23,600; Actual: 31,875Exceeded goal by 29.83%357

LeadsGoal: 236; Actual: 357

Exceeded goal by 40.8%45

Sales Qualified LeadsGoal: 41; Actual: 45

Exceeded goal by 9.3%

Definition: A statement that memorably captures the unique value that a company or product/service offers to the market.

Example: SyncShow delivers lead generation services to manufacturers and manufacturing services companies better than ANY alternative.

○ Proof 1: Our Processes: SaleSync, WebSync, BrandSync○ Proof 2: Our Commitment to Manufacturing and

Manufacturing Services (We know your buyers better than anyone else)

○ Proof 3: Documented Results

Used correctly, it helps to attract and retain customers and guides your business strategies:● Marketing & Sales● Operations● Product development● Finance

How does it help to attract and retain customers?● Clearly communicates why your company / product / service

is better than any other competitor● Illustrates HOW your are better● Provides proof to backup your claims

Building aDifferentiated Message

Be Unique.

Inputs• Vision/Mission Statements• Core Values• Products/Services• Revenue Model (how do you make money?)• Customer Segments• Customer Segment Characteristics

• Buying criteria• Buyers journey• Why they buy from you• How they find you

• Your Product Life Cycle at Your Customers• Substitutes/Alternatives

• Competitive alternatives and why they choose this alternative• Substitute alternatives and why they choose this alternative

• Review/Establish Vision, Mission, Core Values• Review win/loss history• Review/establish customer segments and characteristics• Review substitutes/alternatives• Map product life cycle• Competitive Analysis• Customer business case development• Whiteboarding of value proposition statements

Value through a BUSINESS CASE Value through EMOTIONS

Minimize• Investment• Year X cost• Risk

Maximize• Savings• Speed• Quality• Reliability• Growth

Minimize • Fear• Uncertainty• Shame• Stress• Change

Maximize• Pride• Accomplishment• Prestige• Happiness

1. Racey2. Thrill3. Fun4. Powerful5. Exciting6. Sexy7. Fast8. Excessive9. Bold

10. Muscular11. Aggressive12. Ostentatious13. American14. Special15. Stylish16. Luxury

● Box● Old● Economical● Fuel Efficient● Safe● Dependable● Average● Boring● Sensible● Mature● Unassuming● Imported● Everyday● Versatile● Functional● Standard

Unique characteristics

(features)

● Lowest freight damage record in the industry

● Best pricing (cost of service) in the industry

● Proactive customer service

● Technology & Apps

● Area of expertise (we specialize in …)

● Informed response (faster, better) than any other

Unique characteristics

(features)

● You will have happier customers, leading to retained

business

● Increased profitability for your freight & logistics

● Minimize and eliminate headaches before they

happen

● Integrated solutions for efficiency in your entire

supply chain

● You get better service, expertise, pricing and happier

customers because of our expertise in….

● Guaranteed no downtime in transition

Unique Attribute Feature Benefits

Quality Lowest freight damage record in the industry

You will have happier customers, leading to retained business

Pricing / Fees Best pricing (cost of service) in the industry

Increased profitability for your freight & logistics

Customer Service Proactive customer service Minimize and eliminate headaches before they happen

Technology Technology & Apps Integrated solutions for efficiency in your entire supply chain

Specialization Area of expertise (we specialize in …) You get better service, expertise, pricing and happier customers because of our expertise in….

Customized Solutions Informed response (faster, better) than any other

Guaranteed no downtime in transition. Peace of mind.

The most powerful value propositions are supported by data or

proof.

What proof would you provide?

“We are confident that customers will buy from us because our company solves (customer problem) better than ANY alternative.”

• Proof 1:• Proof 2:• Proof 3: