Comments on: Value Propositions 101

By: Sukces w biznesie: wąska grupa docelowa i Value Proposition

Sukces w biznesie: wąska grupa docelowa i Value Proposition — Tue, 11 Oct 2011 08:03:55 +0000

[...] grupę docelową i zawierają precyzyjną obietnicę. Najlepszą – moim zdaniem – jest metoda 101 zaproponowana przez April Dunford. Wyobraźcie sobie, że siedzicie na bardzo ważnym spotkaniu z [...]

By: Sally Duda

Sally Duda — Sat, 24 Sep 2011 00:32:01 +0000

Love, love, love this! RT @aprildunford: Value Propositions 101 http://t.co/Nn44I1mO #prodmgmt

By: Adam Adamek

Adam Adamek — Thu, 22 Sep 2011 19:27:33 +0000

RT @aprildunford: Value Propositions 101
For Who
Our product is a
That
Unlike
Ours
At a price
http://t.co/ozh1VdKE

By: Startup Factory – oś projektu czyli pomysł

Startup Factory – oś projektu czyli pomysł — Tue, 13 Sep 2011 13:02:11 +0000

[...] mnie jednak najlepszą metodą opisu Value Proposition jest metoda 101. Opisujemy w niej kilka postawowych parametrów takich [...]

By: » A Startup Marketing Framework (Version 2) | StartupNorth

» A Startup Marketing Framework (Version 2) | StartupNorth — Fri, 03 Jun 2011 16:46:04 +0000

[...] – This includes the company messaging, product value proposition, company and offering stories, responses to common questions, objection handling and reassurances [...]

By: Quora

Quora — Tue, 22 Feb 2011 06:31:27 +0000

What are good ways to craft an effective value proposition?…

Here is a good templates to use: http://www.goldsbrough.biz/value-proposition It walks you through the following steps in crafting a value proposition statement: * For * who * our * that * unlike * our product * because of our There’s another one at R…

By: martin

martin — Tue, 01 Jun 2010 16:45:35 +0000

I think you are being too literal about the “job” comments (Google ODI or outcome driven innovation”. This is meant to be how we see the reason for why the person is doing what they do…it relates to the goal or outcome they are seeking, even if this is not something they recognise conciously.

By: Ann

Ann — Tue, 25 May 2010 16:42:37 +0000

April,

Thank you for the insightful thoughts. That makes a lot of sense to me and fortunately, I think it will be quite plausible to do what you are recommending.

Thanks again!
Ann

By: aprildunford

aprildunford — Tue, 25 May 2010 15:08:38 +0000

Hi Ann,
Thanks for the comment.
That’s a great set of questions. In complex B2B sales situations there are generally multiple groups of influencers and trying to message to everyone all the time would do nothing but water down your message or confuse everyone. In my experience you have to work through the sales cycle and think about which marketing content gets used at which stages and which groups are involved at each stage.
For example, the website is generally a first point of contact and particularly for larger B2B type sales, the primary buyer/budget holder is who the site needs to be targeted to. As the prospect moves along the sales pipeline there will be content and materials geared toward the various influencers. Depending on your sales model, this content is either distributed by the sales team or sits in special sections of the web site geared toward those other groups at the different stages of the sales process.
As you mentioned the sales force will have times where they will be different groups in the room and in those cases you are going to have to have presentations that speak to different groups. It’s tricky but I’ve found that there are usually common things across the value propositions and then you can address the key points that haven’t been hit in separate slides. The other thing to remember is that it’s impossible to try to cater to more than a couple of groups at one time with a single pitch. Make sure your folks are armed with messaging and materials to talk to any group but keep your presentation to the top couple of groups or you’ll risk losing everyone in the room.
Hope that helps,
April

By: Ann

Ann — Tue, 25 May 2010 04:23:38 +0000

Hi April,

Great discussion of this very important topic of VP. We are in this precise situation: Enterprise software that will be used by business users but the decision maker is line of business mgmt. The product’s benefits will utlimately be most realized when used by many users in collaboration, rather than be a individual-user product. IT is also a heavy influencer and may even be a gate-keeper. End users will be influencers.

We are in a bit of a time/resource crunch, so our first priority is a VP for the decision maker (Line of biz mgr) then second priority is IT. I am hoping to also have the time for VP for the individual user-influencer.

My question is how do we then best use the various VPs. The web site, especialy front page, has limited real-estate. Same thing for collateral. Do we target our high visibility web content/datasheet primarily at the decision maker with possible links to influencers and then try to reach our influencers via other means such as blogs, developer community, etc?

What about sales situations? We can obviously arm our sales people with messaging for each buyer/influencer persona, based on exact sales situation. But what about the sales “golden pitch”? How do you best address all audiences at once when the messaging is different and you may be presenting to a room that includes several buyer/influencer personas? Do you talk about the high-level VP for the buyer and then include slides for the benefits of the other constituents/influencers?