Finding Your Distinctive Value Proposition!

1,160 views

Published on

Do you have an engaging message - one that gets attention and helps you win new business?

Buying is the new selling. In fact, what used to be acceptable (having a sales rep walk into your lobby or call your office) has today become offensive.

Now that buyers are more skeptical than ever - how do you create a message and value proposition that cuts through the clutter, stands out as unique and ushers us into the conversation with a decision maker?

You need a Distinctive Value Proposition!

A "Distinctive" Value Proposition is the foundation for all your marketing & sales success - ensuring that once you have a prospect's attention - that what you TELL THEM about your offering is so compelling that choosing to buy from you is a no-brainer. Distinctive is what makes you, YOU.

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
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
1,160
On SlideShare
0
From Embeds
0
Number of Embeds
241
Actions
Shares
0
Downloads
0
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Finding Your Distinctive Value Proposition!

  1. 1. © 2014 AIPMM www.aipmm.com AIPMM Webinar Series www.aipmm.com
  2. 2. © 2014 AIPMM www.aipmm.com
  3. 3. © 2014 AIPMM www.aipmm.com Follow: @AIPMM @SteveRankel @hmdelcastillo Use: #AIPMM #ProdBOK Tweet!
  4. 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. 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. 6. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Finding the Elusive Killer Value Proposition Steve Rankel, President
  7. 7. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Successful Selling Is About… What you TELL THEM Getting people’s ATTENTION
  8. 8. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Do Your Salespeople Sound Like This… “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.”
  9. 9. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales How Would You Respond to that?
  10. 10. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
  11. 11. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Guess who this is? “We provide superior gastroenterological experiences, through superior dough- sauce- and cheese-combination technology for maximizing gastronomic pleasure during mission-critical play initiatives, with a service-level agreement.”
  12. 12. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales 1. Have you done quantifiable research to identify and validate the value proposition that DOES matter to your customers, resonates with them, and answers their critical questions when they consider buying? 2. When you listen to the language you use to communicate your product – how well does it match what resonates best with customers? Two Questions:
  13. 13. — © 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 gets you to the next step… 2. Delivers some benefit 3. Improves their situation 1. Solves a customer’s problem
  14. 14. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales And… ALL THE SUPPORTING STUFF! Case Studies Expert Guides White Papers Website Copy Sales Scripts Sales Training Marketing Content
  15. 15. — © 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?
  16. 16. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales The Numbers… 10 30,000 1 Ex: Huthwaite
  17. 17. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What is Value?
  18. 18. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Is This Value?
  19. 19. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Or This?
  20. 20. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales It Depends. Recliner, Cairo
  21. 21. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What Does YOUR MARKET Value?
  22. 22. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales It’s right here…
  23. 23. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Case Study: IT & Web Consulting High end websites & intranets Design, functionality, on-time delivery Very strong reputation with customers Value Prop: • Before customer interviews: – Value: better websites – Wrong! • After customer interviews: – Peaceful – Single point of contact – Trust them – Accessible – No emergencies, blackouts, blowups
  24. 24. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Case Study: Healthcare / Medical Billing Highly competitive space Price used as a competitive advantage Value Prop: • Before customer interviews: – ROI – Increased profits! • After customer interviews: – Trusted advisors – Do what they say – Peace of Mind – Transition
  25. 25. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Building Your KVP =SALES PROCESS Killer Value Proposition
  26. 26. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales What Will You Do?
  27. 27. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Prop Secrets – July 9th Building with the pros Invitation-only Webinar… AIPMM Members ONLY KVP Insider Secrets • KVP No-no’s • Examples of good and bad value propositions • Pitfalls • Demonstration of KVP Tools • Hands-on Q&A Register now: http://bit.ly/1iN4giM
  28. 28. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales Value Prop Toolkit/Online Learning Tool For AIPMM Members – $69 Includes: • KVP Toolkit • KVP Case Studies • KVP XLS spreadsheets / KVP builder tools • Value Proposition Jumpstart session • KVP Videos
  29. 29. http://aipmm.io/kvpkit
  30. 30. © 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
  31. 31. © 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.
  32. 32. © 2014 AIPMM www.aipmm.com Please Join Us Again! Insider Secrets to Building a Distinctive / Killer Value Proposition July 9th 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/

×