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Winning the value challenge
- 1. Winning the Value Proposition Material Development Tool By Chip Gilkison www.linkedin.com/in/chip gilkison/
- 2. Agenda Opening Remarks Message Scope Development Unarticulated Needs Message Development 2
- 3. Helping our Customers Understand our Value “What sets the best suppliers apart is not the quality of their products, but the value of their insight—new ideas to help customers either make money or save money in ways they didn’t even know were possible.” Dixon, Adamson - 2011
- 4. Main Concepts Teaching for Differentiation – Stand out from the Crowd Tailoring for Resonance – Credibility Taking Control of the Sale – Make a Difference Be bright, be brief and be gone… 4
- 5. First things first – What is our Value Proposition? We need to arm our teams with compelling business cases Customer Developed through insight from Business Plans Outcome Driven Solutions (ODS) CONOPS/Subject Matter Experts Cultural Exchange Program Joint Customer Innovation work-shops Competitors Our Company Consistently delivered and is easy for our Customer to understand Requires Us to Truly Understand our Offerings
- 6. The Template What We Want to Share with You The Warmer… Reframe the Problem Why Does it Matter? Emotional Impact Paint the Picture of the New Way Build a pitch that leads to your solution, not with it 6
- 7. General Description of Topic to be Discussed For XYZ Customer 7
- 8. What we want to share with you Needs to be focused on the problem the customer is trying to solve not our solution Needs to focus on what the Customer is going to get out of the presentation We need to demonstrate we have a deep expertise in their business and we will teach them something they did not know coming into the meeting We’re not here to “sell” 8
- 9. The warmer… State the customer’s challenge State what we have seen at other Companies / Countries / Services in a similar situation What you want from this slide is to start the conversation to discover the customers needs Time to Validate our Assumptions 9
- 10. Reframe the problem Start to change the way the customer thinks about the problem they are trying to solve. Graphics / Tables are good The test for this slide is the customer saying “Huh, I’d never really thought about it that way before.” This must be focused where we have a value proposition Customer Agreement is the Kiss of Death 10
- 11. Start building the solid business case for why it matters (This can be a couple of slides) Use data that we have gathered using our expertise to “drown them” in rationale why this makes sense. Continue to teach the customer based on our Subject Matter Expertise something about their business / CONOPS they did not know before you walked in the door. This must again be focused where we have a value proposition 11
- 12. Add Emotional Impact Just in case the customer is still skeptical Make it personal. Example: Describe a scenario and say something like “would you let your son or daughter go into harms way with…” Describe a scenario that emphasizes the waste caused that the customer can directly relate to. This has to be credible and believable, they need to see themselves in the picture you are painting. Pictures are Worth 1,000 Words 12
- 13. Paint the picture of the new way Start to describe how we can help Here is where we can start to talk about our solution How it solves the unique issues we have laid out earlier in the presentation Analysis of Alternatives if possible is very powerful as it does the customers job for them This is the First Time We Discuss our Solution 13
- 14. Wrap Up Not a new way of selling Understand customer’s business better than they do Selling with “selling” Add value to our offering without the additional cost…Except for our competition!! www.linkedin.com /in/chipgilkison/ 14
Editor's Notes
- Note: This is a suggested path. Often times the group dynamics, the product/system/service or unique market scenarios take the facilitator on a different path. The facilitator should be highly flexible yet understand the end goal is to provide the sales team a highly useful tool (as outlined in the “Opening Remarks” below.Introductions: - 5 minutesOpening Remarks: - 10 minutes First! PIB Then paint the following scenario: It’s 15 minutes prior to a customer meeting. The customer calls the Rockwell customer contact and states that they would like a presentation on a Rockwell product line that is additional to the original topics of the meeting. The customer contact quickly gets on line and downloads the challenger sales presentation, quickly reviews the content and is sufficiently prepared to deliver the value proposition for the INITIAL customer meeting. This presentation is non-technical (that can come later), it’s tailored to take the customer on the prescribed emotional path and is, in and of itself, simple enough with intrinsic insight for any Rockwell employee to quickly understand and deliver the value proposition.It is unlikely that we will leave this session with a complete Challenger Compliant presentation. Past experience indicates the initial draft usually takes several weeks and undergoes improvements as more customer contact occurs. This workshop is designed to instill the concepts of its development so the team can create the customer presentation independently. Marketing will be leading this message development.Current Customer Presentation Review – 1 Hour The customer account manager, LCVSM or even Engineer runs through a current customer presentation to familiarize the facilitator and the team with the product/service/system. The workshop members should be prompted to write down individual needs on post-it notes.Message Scope Development – ½ HourThe need for this part of the workshop has exhibited itself time and time again. The purpose here is to clearly define to which customer audience the initial draft is intended. If not done to a certain level of specificity, the message development is more difficult to control. Once this is defined, the workshop facilitator can more easily keep the team on task.Break – 15 minutesUnarticulated Needs – 1 Hour Facilitated activity: 1. Write down all customer needs on post-its and place on wall 2. Group those with affinity 3. Move unarticulated needs to another location. Review chart #4 prior to this task. The facilitator needs to scrutinize the unarticulated needs heavily to ensure they are within the value proposition space. 4. Determine which unarticulated need the value proposition message will be developed around. The message scope development activity above usually plays a large role here as the particular customer the presentation is intended for usually simplifies the identification of which unarticulated need to emphasize. Multiple unarticulated needs may be used in a single presentation as long as they are strictly complimentary and do not dilute the message. Also, different customers may be better affected by different unarticulated needs.Message Development – 1 HourReview Micro-DAGR example