Pillar 2: Value Propositions
WHAT ARE VALUE PROPOSITIONS?
Value propositions are the messages delivered by the revenue team to the customers. Marketing designs messages to match the revenue segments. These propositions resonate with buyers. Effective value propositions begin with brand messages, segment messages, and customer messages to arrive at buyer value propositions. A company creates value propositions based on a deep understanding of customer motives developed through actual customer interaction and research. Value propositions are impactful, reflecting both obvious and subtle purchasing drivers among revenue segment buyers. Well-articulated and tested value propositions form the basis of high-impact marketing, sales messages and customer experience.
WHY ARE THEY IMPORTANT?
Value propositions are customer persuasion ammunition for the revenue team. They translate brand and product virtues into messaging that revenue team members—marketing, sales and service—can deliver to prospects, new buyers and continuing customers. Powerful value propositions propel successful customer interactions.
VALUE PROPOSITIONS TOOLS (see Chapter 5)
Tool #1: Value Proposition Team
Tool #2: Buyer Research
Tool #3: Customer Purchase Value Analysis
Tool #4: Buyer Archetypes
Tool #5: Drafting and Testing Value Propositions
Tool #6: Sales Playbooks