Building your value proposition

Building your value proposition

WorkshopsProduct & Channel

Benny Placido

New Business Sales 1976-80

Channel Sales 1980 - 1986

New Business Sales and European Channel Marketing

European Channel Marketing 1996-1999

CEO 1999 - 2004

2004 -

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• Clarity and alignment of your organisation• To make a fast connection with customers

Elements of a good value proposition

Quantify your valueRelevant to your customerUniquely differentiating

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

What to avoid

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

ExamplesRevenue-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.

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How can you work out your Value Proposition

The Market Score Sheet

Market Score Sheet 1

Market Score Sheet 2

Market Score Sheet 2

Importance of Market Score Sheet

• Identifies priorities for development• Prioritises the Commit Register• Feeds data to Product Marketing• Emphasizes customer benefits

Developing your value proposition

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

The DNA of Positioning

Differentiator

Market Segment

Market Pain

Position

Category

Product

Benefit

Messaging

What’s your ideaIs there a bigger idea?

What’s your target segmentDon’t say everybodyRemember: Money, Pain, Talk to each otherThink about individuals – ie Buyers

What is the specific pain you are going to fix

Category = CompetitionNo Category = No Competition = No Market

How can you differentiate your offering?Perceptions. Portability? Unique IP, Capability.Specifically built for the market and pain?

Name your Product

Make MoneySave MoneyIntangible BenefitThink - Feature Advantage Benefit

State your claim

For [Segment] with [This Pain] [Your Product] is a [Category]That [Provides this Benefit] unlike [Competition] we have [Differentiator]

Value Proposition Structure

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

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)

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.

Benny PlacidoSowilo Partners

[email protected] 957 830