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Product value proposition and messaging template plus sales card


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This PDF includes two templates broadly used by product marketers:
- Value proposition and messaging
- Sales enablement card

These are intended to help product marketers build concise documents that improve messaging consistency, and serve as a foundation to collect useful customer and product knowledge that is useful for other marketing teams and for sales teams

Published in: Marketing

Product value proposition and messaging template plus sales card

  1. 1. Product Name Value Proposition and Messaging Version 1.0 May 2016 Template by @GerardoDada CUSTOMER PROBLEMS AND CONTEXT Describe the ideal target customer Top three problems our product solves (use cases) Problem Statement #1 Problem Statement #2 Problem Statement #3 Top Google search queries customers would use to research solutions for these problems Top online resources used by customers researching these problems Websites, Publications, Events, Forums, etc. What is the customer’s buying criteria, with key factors in order of importance PRODUCT POSITIONING AND MESSAGING Positioning statement 50 word product description 100 word product description Economic benefits / rational justification (or ROI/TCO for B2B) Key product value drivers (and differentiators) in order of importance. (If you met a prospect, what are the top three things you would like him to know about the product) Value #1 Value #2 Value #3 Customer quotes or supporting facts to top three values Fact #1 Fact #2 Fact #3
  2. 2. Interesting product features and secondary customer benefits Features Benefits #1 #2 #3 #4 #5 #6 #7 Top three competitors or alternatives (including doing nothing) Competitor Competitor Positioning How we Compete #1 #2 #3 CUSTOMER CONTEXT Customer event that triggers need to purchase How do we create urgency to buy Key questions in the mind of customers who first look at product #1. #2. Are existing customers likely to buy? If so, which ones? Key customer questions they need to answer before deciding to buy #1. #2. Top three+ evaluation resources for customers Resource #1 Resource #2 Resource #3 Additional info
  3. 3. Product Name Sales Battle Card –INTERNAL ONLY- Version 1.0 May 2016 Template by @GerardoDada ELEVATOR PITCH QUALIFYING QUESTIONS to Discover pain points When you need X and Y, product Z can help you achieve A and B by doing C and D  Do you ever worry about X?  Has Y ever happened at your company? How do you manage that?  How much time do you spend dealing with X and Y issues per month? KEY DIFFERENTIATORS (unique features) KEY REASONS TO BUY  Other customers find that C and D are great for them  Voted most useful product by customers  Only this product can do X and Y  You can save % time/money with this product  Only this product can help you do A and B in less time  It is the only product focused on solving X and Y problems CUSTOMER OBJECTION RESPONSE Objection 1 – How do I do this? Objection 2 – Wouldn’t I spend more money? Objection 3 – This sounds expensive Response to Objection 1 Customers who are concerned about this objection find that by doing A and B they actually reduce their costs by an average of 20% Yes it is expensive, but when you consider the costs savings you will actually save money in the end ADDITIONAL RESOURCES  Customer presentation – link  ROI document – link  Case Studies and Testimonials – Link  Etc