This document discusses the importance of having a compelling value proposition and how to develop one. It notes that a value proposition should speak to a customer's needs and describe how their situation will improve by working with the company. It also recommends determining what segments value a company's strengths most and conducting ongoing research to ensure the value proposition stays relevant as customer needs change over time. Developing a clear, compelling value proposition should be the foundation for all of a company's marketing efforts.

1. BB3
Winner’s way
Turning your product
from a
“SO WHAT?”
to a
“MUST HAVE!”

2. Slide 1
BB3 Barbara Bix, 10/29/2008

3. What is your company’s greatest value?
• Your best prospects may not be who you think they are
• The value they seek may not be what you think it is—or even what Sales
or prospects told you
• Your current products may not command the highest value
• When you get your value proposition right, you can expect a dramatic and
permanent increase in revenues
• It takes research to ensure you get it right

4. What is a value proposition?
• Tells prospective clients why they should do
business with your company
• Speaks to their needs—rather than your
capabilities
• Describes how their situation will MATERIALLY
IMPROVE when they work with you.

5. Why is having a value proposition
important?
• Doesn’t require one-to-one interaction
• Can use in marketing collateral
– Leverages your time
– Shortens the sales cycle

6. What makes a good value proposition compelling?
• Speaks to a pressing concern
• Focuses on a single benefit
• Is specific rather than general
• Is clear and concise
• Creates a sense of urgency
• Mitigates risk

7. Most businesses need multiple value propositions
• Value varies:
– By segment
– By application
– By role
– Over time

8. Pinpoint the most promising
prospects
• List the segments that need your capabilities
• Eliminate segments that are too
small to meet your revenue goals
• Eliminate segments that don’t value your strengths
• Then, assess the desirability the remaining segments

9. Figure out what they want--how they prefer
to buy
• Think like a journalist
• Deep insights drive sales

10. What’s the best approach for getting this
information?
• Ask directly, rather than making assumptions
• Consider working with a third-party

12. “So what” or “Must have”?
You must test to be sure

13. Your value proposition is the foundation
for all your marketing
• Services • Promotion
• Positioning • Distribution
• Pricing • Packaging

14. From value proposition to marketing
message
• Limit to one benefit
• Keep the focus on the client
• Consider using a professional
writer

15. Keeping your value proposition up to
date
• Value evolves and changes
• Keep abreast of events and trends that may affect value
• Conduct research on an ongoing basis
• Modify your value proposition as needed

16. Summary
• Value is not absolute or constant
• Determining what your market values most takes
ongoing research and validation
• When you get it right—and use it to inform all your
marketing efforts--you can expect a dramatic increase
in revenue

17. Strengthen your value proposition
• Does it tell people what you do?
• Does it address the highest value your
company can offer the market?
• Is it compelling?
• What’s the evidence?
• Where are the holes?
• How can you plug them?

18. Your value proposition
• Want to discuss your grid? Email
barbara@bbmarketingplus.com and schedule a phone
appointment
• Want more tips? Give me your business card to receive articles
as we publish them—or visit the BB Marketing Plus blog at
www.bbmarketingplus.com/blog

19. BB Marketing Plus
• Barbara Bix, Managing Principal
• Established in 1994
• Has helped more than 75 organizations
accelerate sales and increase revenue
– Specializing in high-tech, health care,
and professional services firms
– Ranging in size from Fortune 500
companies to start-ups