Productivity
  through
effectiveness




                   The Ultimate Sales Executive Resource




                    ...
Agenda


• Purpose of a Value Proposition
• Structure of a Value Proposition
• Pitfalls
• Dynamics to the rescue
• Q&A



...
Purpose of theof the Value Proposition
                                         Purpose Value Proposition
                ...
What?
                                                                          How much?
                                ...
What?
                                                                  How much?
                                        ...
Poll 2 Poll 2


Q: For whom does this proposition work best?


     CEO
     CFO
     CIO
     Works for all the above
   ...
The Opinion from afrom a workshop
                                             The opinion Workshop




                  ...
Litmus Test Test
                                                   Litmus

                 What?
                 How mu...
The Buying Cycle Cycle Activities
                                                   The Buying Activities


           De...
Buying Cycle Decisions
                                              The Buying Cycle Decisions


                        ...
Dissatisfaction
                                              Dissatisfaction

         Value
       Hypothesis




      ...
Psychology of Change MatrixMatrix
                                              Psychology of Change
                Posit...
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Psychology of Change MatrixMatrix
                                              Psychology of Change
                Posit...
Value Value Hypothesis
                                                        Hypothesis
                Positive


     ...
Continue?
                                                       VisionVision
                       yes no




       Sta...
Value Value Proposition
                                                        Proposition




                          ...
Buying Decision
                                              Buying Decision

                                           ...
Differentiators
                                              Differentiators


                                          ...
Take Away


• Buying complex offerings is a Change
  Management Process
• Seller adds value by providing decision support
...
Productivity
  through
effectiveness




The Ultimate Sales Executive Resource
                                     c_a_ma...
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Dynamic Value Proposition V 1.5 Handout Copy

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Dynamics of the vlaue proposition along the customer\'s buying cycle.

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Dynamic Value Proposition V 1.5 Handout Copy

  1. 1. Productivity through effectiveness The Ultimate Sales Executive Resource The Dynamic Value Proposition October 13, 2009 Christian Maurer The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  2. 2. Agenda • Purpose of a Value Proposition • Structure of a Value Proposition • Pitfalls • Dynamics to the rescue • Q&A The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  3. 3. Purpose of theof the Value Proposition Purpose Value Proposition Buy? yes no Value Proposition Perceived Future In Use Value > Cash Value The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  4. 4. What? How much? Unique? Proof? Source: Back Cover of a Fortune Magazine Europe Edition The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  5. 5. What? How much? Unique? Proof? The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  6. 6. Poll 2 Poll 2 Q: For whom does this proposition work best? CEO CFO CIO Works for all the above Works for none of the above The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  7. 7. The Opinion from afrom a workshop The opinion Workshop Does not work for CEO, nor CFO, nor CIO The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  8. 8. Litmus Test Test Litmus What? How much? So What? Unique? Proof? The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  9. 9. The Buying Cycle Cycle Activities The Buying Activities Define Status Quo Develop Vision Put to use Invite Hedge Price/Risk Buy The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  10. 10. Buying Cycle Decisions The Buying Cycle Decisions Status Quo Develop Vision Install Hedge Price/Risk The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  11. 11. Dissatisfaction Dissatisfaction Value Hypothesis Ouch! The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  12. 12. Psychology of Change MatrixMatrix Psychology of Change Positive Sustain Attain Negative Change Avoid Present Future Source Jeff Thull: “Exceptional Selling” p.64 The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  13. 13. The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  14. 14. Psychology of Change MatrixMatrix Psychology of Change Positive Sustain Attain Negative Change Avoid Present Future Source Jeff Thull: “Exceptional Selling” p.64 The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  15. 15. Value Value Hypothesis Hypothesis Positive 1 Sustain Attain 3b Negative Change Avoid 2 3a Present Future Source Jeff Thull: “Exceptional Selling” p.64 The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  16. 16. Continue? VisionVision yes no Status Quo Vision + (+) Value Proposition The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  17. 17. Value Value Proposition Proposition Customer’s Cost of Solution Cost of operating in Status Quo + > + (Switching Cost) Cost of Problem The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  18. 18. Buying Decision Buying Decision You Competitor Unique Value Proposition The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  19. 19. Differentiators Differentiators Suppliers Criteria A B On time delivery Long term availability Terms and Conditions Financing facilities Time to put to use Service coverage Price The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  20. 20. Take Away • Buying complex offerings is a Change Management Process • Seller adds value by providing decision support • The Value Proposition must fit to the decision to be made within the buying cycle – Value Hypothesis: Generic but in customer problem context – Value Proposition: Customer specific related to cost of problem – Unique Value Proposition: Positive differentiation against competition in customer’s view The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  21. 21. Productivity through effectiveness The Ultimate Sales Executive Resource c_a_maurer@ceoexpress.com The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved

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