Marketing, Value, Value Propositions, Selling, Value Adding, Sales

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Value, Marketing, Selling, Value Propositions, Value Adding, Sales

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  • Bling h2o – $40+ per 750 ml bottle
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  • Marketing, Value, Value Propositions, Selling, Value Adding, Sales

    1. 1. Value Propositionprice ≠ value <br />Dr Bryan Mills <br />BEIT<br />
    2. 2.
    3. 3.
    4. 4. Benefit<br />Emotion<br />Price<br />
    5. 5. Benefit<br />Emotion<br />Price<br />
    6. 6. People are most receptive if the information that is offered matches their needs:<br />either conscious needs or the latent desires generated by their immediate surroundings. Even now the most valuable content is user generated: “Honey, I’ll be home late tonight” <br />
    7. 7. Rogers’ Innovation ACCORD model:<br />Relative Advantage to what it replaces<br />Compatibility with current behaviors<br />Complexity ofcommunicating the benefits<br />Observabilityof the products benefits<br />Risk of product failure<br />Divisibility or trialability<br />innovators, early adopters, early majority, late majority, and laggards <br />
    8. 8.
    9. 9. Understanding the Value Proposition<br />What benefits are they willing to pay for?<br /><ul><li>Functional attributes defining “quality”
    10. 10. Added benefits or services beyond product
    11. 11. Economic benefits
    12. 12. Psychological benefits</li></li></ul><li>Seven!<br />Consumers rate these issues as “important”<br />Quality of the product<br />Brand recognition<br />Follow-up support (trouble-free ownership)<br />Reputation of the product and the company that makes it<br />Terms<br />Delivery and installation: dependable<br />Price<br />
    13. 13. Seven Steps of Successful Selling<br />Prospecting and Getting Customers<br />Build Rapport and Trust<br />Identifying Customer Needs<br />Presenting Solutions<br />Answering Objections<br />Get A Commitment<br />Follow Through/Follow Up<br />
    14. 14. “Old” Model of Selling<br />10%<br />Establishing <br />Rapport<br />20%<br />Qualifying<br />30%<br />“Selling” (Presenting)<br />40%<br />Closing<br />
    15. 15. “New” Model of Selling<br />40%<br />Developing Trust and Rapport<br />30%<br />Defining Needs & Problems<br />20%<br />Describing Features & Benefits<br />10%<br />Closing<br />
    16. 16. Types of Questions<br />High Value Question<br />“What are the three things you like least about…?”<br />Closed End Question<br />“May I help you?”<br />Open End Question<br />“What are you looking for today?”<br />Need Payoff Question<br />“Would it be useful to you to cut the amount of time you..?”<br />
    17. 17. “Master your instrument, master the music, and then forget all that crap and just play” Charlie Parker<br />

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