From Value Propositions to Sales Propositions
the third of four extracts from a white paper of the same name
Harnessing Yo...
www.futurecurve.com
The total value proposition is the sum of
the offerings and experiences
delivered to your customers, d...
www.futurecurve.com
The total value proposition is the sum of
the offerings and experiences
delivered to your customers, d...
www.futurecurve.com
Recap from Parts 1 & 2
In Part 1 we covered:
 Why your customers don’t value what
you offer and what ...
www.futurecurve.com
Have you got what it takes?
To develop a value proposition at the
company, market or division level
re...
www.futurecurve.com
This model has six elements that
lead directly to the creation of a
total value proposition. Through
t...
www.futurecurve.com
What to do:
Analyse your markets in detail
starting at the highest, strategic level
and working down ...
www.futurecurve.com
You are looking for:
Market shape and structure
Market dynamics and changes
happening both now and f...
www.futurecurve.com
What to do:
Business and psychology-based
qualitative research across all
stakeholders including inte...
www.futurecurve.com
You are looking for:
Rational, emotional and political
understanding of where your value
lies today i...
www.futurecurve.com
The Value Proposition Builder™ phases: Offerings
What to do:
Using the Value Pyramid, create multiple...
www.futurecurve.com
The Value Proposition Builder™ phases: Offerings
www.futurecurve.com
You are looking for current and future offerings mapped by:
Different types of buyers
Different pric...
www.futurecurve.com
The Value Proposition Builder™ phases: Offerings
OFFERINGS
Future map of offerings by buyer type
for a...
www.futurecurve.com
What to do:
Map and prioritise your benefits based on the
outputs of the Market, Value Experience and...
www.futurecurve.com
You are looking for:
Real, augmented customer benefits
The Value Proposition Builder™ phases: Benefit...
www.futurecurve.com
You are looking for:
Real, augmented and prioritised customer benefits
The Value Proposition Builder™...
www.futurecurve.com
What to do:
Compare your value against your
competitors’ value
DO NOT compare your products,
service...
www.futurecurve.com
You are looking for:
A competitive positioning map of
your value to customers against
your competitor...
www.futurecurve.com
The Value Proposition Builder™: High-Level Value Proposition Framework
Example of a high-level framewo...
www.futurecurve.com
What to do:
From the Value Proposition
Framework, create the messaging to
be used externally by marke...
www.futurecurve.com
You are looking for:
High level, key marketing messaging that
can be used to brief marketing
communic...
www.futurecurve.com
Recommendations & Summary
 Leadership is vital for success
 Plan for this process and be methodical
...
Contact us
Please say hello@futurecurve
And visit our website: www.futurecurve.com
e. cindybarnes@futurecurve.com
t. +44 (...
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Harnessing your customer truth from value propositions to sales propositions - part 3

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Here we focus on approach and steps needed to create your Total Value Proposition

The difference between companies that are thriving and those struggling to survive is how well they harness and align their value to customers. There is a widening gap between what companies offer and sell and what customers actually value and are willing to pay for.
You can start to close this gap by truly understanding what your customers value, looking at your products or services and how you interact with customers – this determines your single ‘customer truth’.

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  • Harnessing Your Customer Truth From Value Propositions to Sales Propositions By Futurecurve Leading experts in uncovering what customers, and all key stakeholders, really value and from this designing product, service and company-wide innovation and communication to drive better business for all. In Part 3 we focus on approach and steps needed to create your Total Value Proposition
  • Definition of a total value proposition The total value proposition is the sum of the offerings and experiences delivered to your customers, during all their interactions with your organisation
  • Definition of a total value proposition The total value proposition is the sum of the offerings and experiences delivered to your customers, during all their interactions with your organisation Offerings = All products, services and solutions and their functionality Experiences = How your customers experience your products, services and your company Interactions = Your customers’ experiences through all touch points with your company such as marketing, sales, delivery, customer service, after sales service, invoicing, legal/contracting
  • Recap from Parts 1 & 2 In Part 1 we covered: Why your customers don’t value what you offer and what constitutes value In Part 2 we covered: The difference between a value proposition and a sales proposition
  • Have you got what it takes? To develop a value proposition at the company, market or division level requires leadership. You need: Senior sponsorship Clear objectives Business case Proven approach
  • Proven approach : The Value Proposition Builder ™ This model has six elements that lead directly to the creation of a total value proposition. Through the use of the methods, tools and techniques involved in this iterative process, there are clear outputs at each stage of the process, ultimately generating focused actions to align your organisation to a customer focus.
  • The Value Proposition Builder™ phases: Market What to do: Analyse your markets in detail starting at the highest, strategic level and working down to specific customers and types of buyers: Sectors and segments Regions Products and services Distributors Customers Buyers Influencers
  • The Value Proposition Builder™ phases: Market You are looking for: Market shape and structure Market dynamics and changes happening both now and future Political nuances of your markets Cultural and behavioural nuances of your markets The perceived risks associated with buying from you
  • The Value Proposition Builder™ phases: Value Experience What to do: Business and psychology-based qualitative research across all stakeholders including interviews and observation
  • The Value Proposition Builder™ phases: Value Experience You are looking for: Rational, emotional and political understanding of where your value lies today in the eyes of your stakeholders Rational, emotional and political understanding of where your future value may lie in the eyes of your stakeholders
  • The Value Proposition Builder™ phases: Offerings What to do: Using the Value Pyramid, create multiple maps of your product and service offerings against the value they deliver to customers
  • The Value Proposition Builder™ phases: Offerings The Value Pyramid of Offerings
  • The Value Proposition Builder™ phases: Offerings You are looking for current and future offerings mapped by: Different types of buyers Different pricing structures Competitive and alternative offerings A Transactional go-to-market approach and/or a Relational/Consultative approach Underserved areas that can lead to innovation at low cost through re-bundling or re-positioning
  • The Value Proposition Builder™ phases: Offerings Future map of offerings by buyer type for a division of a technology company
  • The Value Proposition Builder™ phases: Benefits What to do: Map and prioritise your benefits based on the outputs of the Market, Value Experience and Offerings stages Decide what are: Expected benefits and Augmented benefits Keep drilling down on each Augmented benefit and asking the question ‘So what does this mean for my customer?’ Map Augmented benefits on matrix of Value To Customer against Degree of Difference
  • The Value Proposition Builder™ phases: Benefits You are looking for: Real, augmented customer benefits Benefits maps: Before drilling down After drilling down
  • The Value Proposition Builder™ phases: Benefits You are looking for: Real, augmented and prioritised customer benefits
  • The Value Proposition Builder™ phases : Alternatives & Differentiation What to do: Compare your value against your competitors’ value DO NOT compare your products, services, features or benefits against your competitors’ Include the customer alternatives of ‘Do nothing’ or ‘We’ll do it ourselves in house’
  • The Value Proposition Builder™ phases : Alternatives & Differentiation You are looking for: A competitive positioning map of your value to customers against your competitors’ value to your customers
  • The Value Proposition Builder™: High-Level Value Proposition Framework What to do: Pull together the outputs from all of the previous stages to create a Value Proposition Framework Example of a high-level framework for a telecoms company
  • The Value Proposition Builder™ phases: Messaging & Building Evidence What to do: From the Value Proposition Framework, create the messaging to be used externally by marketing and sales and internally for employee communication
  • The Value Proposition Builder ™ phases : Messaging & Building Evidence You are looking for: High level, key marketing messaging that can be used to brief marketing communication agencies to develop new positioning material Key insights to develop sales propositions Messaging and insights that will cover the rational, emotional and political elements of customer value Development of evidence including case studies and Return on Investment tools
  • Recommendations & Summary Leadership is vital for success Plan for this process and be methodical Invest in qualitative research that covers business drivers and psychological drivers of all the stakeholders concerned Create or develop your total value proposition BEFORE developing your sales propositions In Slideshare Part 1 we covered: Why your customers don’t value what you offer and what constitutes value In Slideshare Part 2 we covered: The difference between a value proposition and a sales proposition In this Slideshare Part 3 we covered: The approach and steps needed to create your Total Value Proposition
  • Contact us: Please say hello@futurecurve And visit our website: www.futurecurve.com e. [email_address] t. +44 (0)1628 487 708 This is Part Three of an extract from the Futurecurve White Paper, ‘Harnessing Your Customer Truth: From Value Propositions to Sales Propositions’
  • Harnessing your customer truth from value propositions to sales propositions - part 3

    1. 1. From Value Propositions to Sales Propositions the third of four extracts from a white paper of the same name Harnessing Your Customer Truth Part 3
    2. 2. www.futurecurve.com The total value proposition is the sum of the offerings and experiences delivered to your customers, during all their interactions with your organisation Recap from Part 1: Definition of a total value proposition
    3. 3. www.futurecurve.com The total value proposition is the sum of the offerings and experiences delivered to your customers, during all their interactions with your organisation All products, services and solutions and their functionality How your customers experience your products, services and your company Your customers’ experiences through all touch points with your company such as marketing, sales, delivery, customer service, after sales service, invoicing, legal/contracting Recap from Part 1: Definition of a total value proposition
    4. 4. www.futurecurve.com Recap from Parts 1 & 2 In Part 1 we covered:  Why your customers don’t value what you offer and what constitutes value In Part 2 we covered:  The difference between a value proposition and a sales proposition
    5. 5. www.futurecurve.com Have you got what it takes? To develop a value proposition at the company, market or division level requires leadership. You need:  Senior sponsorship  Clear objectives  Business case  Proven approach “The first responsibility of a leader is to define reality.” - Max DePree
    6. 6. www.futurecurve.com This model has six elements that lead directly to the creation of a total value proposition. Through the use of the methods, tools and techniques involved in this iterative process, there are clear outputs at each stage of the process, ultimately generating focused actions to align your organisation to a customer focus. Proven approach: The Value Proposition Builder™
    7. 7. www.futurecurve.com What to do: Analyse your markets in detail starting at the highest, strategic level and working down to specific customers and types of buyers: – Sectors and segments – Regions – Products and services – Distributors – Customers – Buyers – Influencers The Value Proposition Builder™ phases: Market
    8. 8. www.futurecurve.com You are looking for: Market shape and structure Market dynamics and changes happening both now and future Political nuances of your markets Cultural and behavioural nuances of your markets The perceived risks associated with buying from you The Value Proposition Builder™ phases: Market
    9. 9. www.futurecurve.com What to do: Business and psychology-based qualitative research across all stakeholders including interviews and observation The Value Proposition Builder™ phases: Value Experience
    10. 10. www.futurecurve.com You are looking for: Rational, emotional and political understanding of where your value lies today in the eyes of your stakeholders Rational, emotional and political understanding of where your future value may lie in the eyes of your stakeholders The Value Proposition Builder™ phases: Value Experience
    11. 11. www.futurecurve.com The Value Proposition Builder™ phases: Offerings What to do: Using the Value Pyramid, create multiple maps of your product and service offerings against the value they deliver to customers
    12. 12. www.futurecurve.com The Value Proposition Builder™ phases: Offerings
    13. 13. www.futurecurve.com You are looking for current and future offerings mapped by: Different types of buyers Different pricing structures Competitive and alternative offerings A Transactional go-to-market approach and/or a Relational/Consultative approach Underserved areas that can lead to innovation at low cost through re-bundling or re-positioning The Value Proposition Builder™ phases: Offerings OFFERINGS
    14. 14. www.futurecurve.com The Value Proposition Builder™ phases: Offerings OFFERINGS Future map of offerings by buyer type for a division of a technology company
    15. 15. www.futurecurve.com What to do: Map and prioritise your benefits based on the outputs of the Market, Value Experience and Offerings stages Decide what are: – Expected benefits and Augmented benefits Keep drilling down on each Augmented benefit and asking the question ‘So what does this mean for my customer?’ Map Augmented benefits on matrix of Value To Customer against Degree of Difference The Value Proposition Builder™ phases: Benefits
    16. 16. www.futurecurve.com You are looking for: Real, augmented customer benefits The Value Proposition Builder™ phases: Benefits Before drilling down After drilling down
    17. 17. www.futurecurve.com You are looking for: Real, augmented and prioritised customer benefits The Value Proposition Builder™ phases: Benefits
    18. 18. www.futurecurve.com What to do: Compare your value against your competitors’ value DO NOT compare your products, services, features or benefits against your competitors’ Include the customer alternatives of ‘Do nothing’ or ‘We’ll do it ourselves in house’ The Value Proposition Builder™ phases : Alternatives & Differentiation
    19. 19. www.futurecurve.com You are looking for: A competitive positioning map of your value to customers against your competitors’ value to your customers The Value Proposition Builder™ phases : Alternatives & Differentiation Note: BG is our Market Research client and A, C, D, E & F are BG’s key competitors
    20. 20. www.futurecurve.com The Value Proposition Builder™: High-Level Value Proposition Framework Example of a high-level framework for a telecoms company What to do: •Pull together the outputs from all of the previous stages to create a Value Proposition Framework
    21. 21. www.futurecurve.com What to do: From the Value Proposition Framework, create the messaging to be used externally by marketing and sales and internally for employee communication The Value Proposition Builder™ phases: Messaging & Building Evidence
    22. 22. www.futurecurve.com You are looking for: High level, key marketing messaging that can be used to brief marketing communication agencies to develop new positioning material Key insights to develop sales propositions Messaging and insights that will cover the rational, emotional and political elements of customer value Development of evidence including case studies and Return on Investment tools The Value Proposition Builder™ phases: Messaging & Building Evidence
    23. 23. www.futurecurve.com Recommendations & Summary  Leadership is vital for success  Plan for this process and be methodical  Invest in qualitative research that covers business drivers and psychological drivers of all the stakeholders concerned  Create or develop your total value proposition BEFORE developing your sales propositions In Slideshare Part 1 we covered:  Why your customers don’t value what you offer and what constitutes value In Slideshare Part 2 we covered:  The difference between a value proposition and a sales proposition In this Slideshare Part 3 we covered:  The approach and steps needed to create your Total Value Proposition
    24. 24. Contact us Please say hello@futurecurve And visit our website: www.futurecurve.com e. cindybarnes@futurecurve.com t. +44 (0)1628 487 708 This is Part Three of an extract from the Futurecurve White Paper, ‘Harnessing Your Customer Truth: From Value Propositions to Sales Propositions’ Click this link to download the whole white paper
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