Your SlideShare is downloading. ×
0
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Insider Secrets to Building a Distinctive Value Proposition
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Insider Secrets to Building a Distinctive Value Proposition

442

Published on

This provides a deeper look at what a Value Proposition is, and some of the elements that make it distinctive or "killer." …

This provides a deeper look at what a Value Proposition is, and some of the elements that make it distinctive or "killer."

If you want to dig DEEPER into the process of crafting a distinctive, "killer value proposition," don't miss this look "under the hood" of the value proposition creation process.

About Our Speaker:
Steve Rankel is a marketer, strategist and sales expert. As President of RJR Venture Group, Steve helps franchises scale and grow through innovative marketing and franchisee support programs. Prior to RJR, Steve was Chief Strategist & VP Marketing Consulting with MaidPro. While there, he introduced a number of innovative marketing and sales programs - including data-driven marketing and intensive marketing coaching. In addition, Steve built an in-house digital agency that managed franchisee online marketing and social media. These all helped drive MaidPro from $35 million to almost $100M in under 4.5 years. Steve has held several other important roles (golf ball go-getter; greenskeeper) and lives in Boston with his wife Genieve and daughters Chloe and Katja.

Interested in learning more?
Register for a follow-up discussion here: http://bit.ly/1iN4giM.
Pre-register for an online workshop here: http://aipmm.io/kvpkit

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact AIPMM at certification@aipmm.com.

About AIPMM
The AIPMM is the trusted authority for product management knowledge. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product leaders.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Call For Speakers: http://bit.ly/1b006vm
Subscribe: http://www.aipmm.com/subscribe
Articles: http://www.aipmm.com/html/newsletter/article.ph
Membership: http://www.aipmm.com/join.php

Published in: Education, Business, Career
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
442
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. © 2014 AIPMM www.aipmm.com AIPMM Webinar Series www.aipmm.com
  • 2. © 2014 AIPMM www.aipmm.com
  • 3. © 2014 AIPMM www.aipmm.com Follow: @AIPMM @SteveRankel @hmdelcastillo Use: #AIPMM #ProdBOK Tweet!
  • 4. © 2014 AIPMM www.aipmm.com Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
  • 5. © 2014 AIPMM www.aipmm.com Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Today’s Speaker Presenter: Steve Rankel President RJR Venture Group 781-760-2070 @SteveRankel steve@rjrventuregroup.com www.rjrventuregroup.com
  • 6. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Proposition Secrets: Building with the Pros Steve Rankel, Founder
  • 7. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Prop Secrets – Building with the pros KVP Insider Secrets • KVP No-no’s • Examples of good and bad value propositions • Pitfalls • Demonstration of KVP Tools • Hands-on Q&A
  • 8. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales A Few Questions
  • 9. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales A Recap
  • 10. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Successful Selling Is About… What you TELL THEM Getting people’s ATTENTION
  • 11. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Proposition Sickness – 60 tech / services firms… “we provide enterprise-class, best-of-breed, productivity solutions that maximize your ROI for mission-critical initiatives and drive bottom-line results in support of your corporate objectives.” Do you sound like this?
  • 12. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What is a KVP? A crystal clear statement of how your product or service: Presented in a compelling way that causes someone to ENGAGE in further buying activity… 2. Delivers some benefit 3. Improves their situation 1. Solves a customer’s problem
  • 13. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What Question Does a Killer Value Proposition Answer? The MOST important question in sales & marketing: Why should I buy from you, instead of any other option I have, including the option of doing nothing?
  • 14. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Other Value Proposition Particulars… → Short → Specific → In the customer’s language → Passes the ‘Seat of the Pants’ Test FOR YOUR CORE VALUE PROPOSITION
  • 15. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales How do you know you DON’T have one? 1. Missed revenue targets 2. Long sales cycles 3. Discounting & price wars 4. Angry salespeople 5. Show up & throw up 6. Price wars 7. Marketing spews features with no ‘Aha’ 8. Indifference in the market
  • 16. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Warning… if you don’t have one… Customers will invent their own. And judge you based on that.
  • 17. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What is Value?
  • 18. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales A fool is someone who knows the price of everything, but the value of nothing. Oscar Wilde
  • 19. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Is This Value?
  • 20. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Or This?
  • 21. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales It Depends. Recliner, Cairo
  • 22. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Proposition NET
  • 23. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Examples
  • 24. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales THESE ARE NOT KILLER VALUE PROPOSITIONS We provide an operating framework for companies to drive out inefficiencies in their productivity and maximize the return on human capital investments. Keeping You 1st Always Delivering business process improvement and maximum productivity. The good hands people. I can save you up to 20% on your IT spending We are the global leader in delivering productivity solutions which drive operational throughput, competitive advantage, and ROI from all enterprise activities via cross-functional communications.
  • 25. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What Companies Have Powerful Value Propositions? GEICO • One call can save you 15% on your car insurance Domino’s Pizza • Fresh, hot pizza in 30 minutes – or your money back. Wal-Mart • Low prices, every day. ADP • Story
  • 26. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales No-No’s
  • 27. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Would you marry for money?
  • 28. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Then why assume people BUY only for money? 2 stories: - GR conversation - MW consulting
  • 29. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Sell Holes, Not Shovels Why does anyone buy a shovel?
  • 30. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales “Stuff” that matters to us Scalability Methodologies Features Functions Upgrades Process Acronyms Techno-Latin!
  • 31. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales “Stuff” that matters to customers Scarcity Proximity Timing Prestige / Exclusivity Hope Promise / Dreams Note: What’s absent from this list?. Uniqueness Speed Risk Minimization Innovation Service Safety Insurance Time
  • 32. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales I don’t sell makeup. I sell hope. Famous makeup magnate What Do You Really Sell?
  • 33. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What Does YOUR MARKET Value?
  • 34. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales It’s right here…
  • 35. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What is Value? How do you ADD IT? Value Component Analysis Tool
  • 36. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
  • 37. © 2014 AIPMM www.aipmm.com Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Q & A Presenter: Steve Rankel President RJR Venture Group 781-760-2070 @SteveRankel steve@rjrventuregroup.com www.rjrventuregroup.com
  • 38. © 2014 AIPMM www.aipmm.com Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.
  • 39. © 2014 AIPMM www.aipmm.com Call For Speakers We are seeking qualified speakers, authors, and subject matter experts to discuss topics of interest related to innovation, product management, product marketing and brand management for our weekly webcast series. To learn more, visit: http://bit.ly/1aZVXvh.
  • 40. © 2014 AIPMM www.aipmm.com Upcoming Courses Certified Product Manager® Sep 8-9, 2014 – Boston Metro Area Dec 8-9, 2014 – DC Metro Area Certified Product Marketing Manager® Sep 10-11, 2014 – Boston Metro Area Dec 10-11, 2014 – DC Metro Area Click on the dates above for more information. If you have a team of 10 or more that you want to certify, contact certification@aipmm.com.
  • 41. © 2014 AIPMM www.aipmm.com Please Join Us Again! Why You Should Conduct User Research July 11th AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

×