a differentiated value proposition€¦ · charles revson, the founder of revlon cosmetics, he...
TRANSCRIPT
Sales Empowerment:A Differentiated Value Proposition
Charles Revson, the founder of Revlon Cosmetics, He managed to build a
multi-billion dollar cosmetic empire.
That’s because he knew what he was selling – and it wasn’t cosmetics.
He stated in this famous quote:
“In the factory, we make cosmetics,in the store, we sell hope.”
“We are confident that customers will buy from us because our company solves (customer problem) better than ANY alternative.”
• Proof 1:• Proof 2:• Proof 3:
1.○
2.○
3.○
31,875Prospect Website Sessions
Goal: 23,600; Actual: 31,875Exceeded goal by 29.83%357
LeadsGoal: 236; Actual: 357
Exceeded goal by 40.8%45
Sales Qualified LeadsGoal: 41; Actual: 45
Exceeded goal by 9.3%
Definition: A statement that memorably captures the unique value that a company or product/service offers to the market.
Example: SyncShow delivers lead generation services to manufacturers and manufacturing services companies better than ANY alternative.
○ Proof 1: Our Processes: SaleSync, WebSync, BrandSync○ Proof 2: Our Commitment to Manufacturing and
Manufacturing Services (We know your buyers better than anyone else)
○ Proof 3: Documented Results
Used correctly, it helps to attract and retain customers and guides your business strategies:● Marketing & Sales● Operations● Product development● Finance
How does it help to attract and retain customers?● Clearly communicates why your company / product / service
is better than any other competitor● Illustrates HOW your are better● Provides proof to backup your claims
Building aDifferentiated Message
Be Unique.
Inputs• Vision/Mission Statements• Core Values• Products/Services• Revenue Model (how do you make money?)• Customer Segments• Customer Segment Characteristics
• Buying criteria• Buyers journey• Why they buy from you• How they find you
• Your Product Life Cycle at Your Customers• Substitutes/Alternatives
• Competitive alternatives and why they choose this alternative• Substitute alternatives and why they choose this alternative
• Review/Establish Vision, Mission, Core Values• Review win/loss history• Review/establish customer segments and characteristics• Review substitutes/alternatives• Map product life cycle• Competitive Analysis• Customer business case development• Whiteboarding of value proposition statements
Value through a BUSINESS CASE Value through EMOTIONS
Minimize• Investment• Year X cost• Risk
Maximize• Savings• Speed• Quality• Reliability• Growth
Minimize • Fear• Uncertainty• Shame• Stress• Change
Maximize• Pride• Accomplishment• Prestige• Happiness
1. Racey2. Thrill3. Fun4. Powerful5. Exciting6. Sexy7. Fast8. Excessive9. Bold
10. Muscular11. Aggressive12. Ostentatious13. American14. Special15. Stylish16. Luxury
● Box● Old● Economical● Fuel Efficient● Safe● Dependable● Average● Boring● Sensible● Mature● Unassuming● Imported● Everyday● Versatile● Functional● Standard
Unique characteristics
(features)
● Lowest freight damage record in the industry
● Best pricing (cost of service) in the industry
● Proactive customer service
● Technology & Apps
● Area of expertise (we specialize in …)
● Informed response (faster, better) than any other
Unique characteristics
(features)
● You will have happier customers, leading to retained
business
● Increased profitability for your freight & logistics
● Minimize and eliminate headaches before they
happen
● Integrated solutions for efficiency in your entire
supply chain
● You get better service, expertise, pricing and happier
customers because of our expertise in….
● Guaranteed no downtime in transition
Unique Attribute Feature Benefits
Quality Lowest freight damage record in the industry
You will have happier customers, leading to retained business
Pricing / Fees Best pricing (cost of service) in the industry
Increased profitability for your freight & logistics
Customer Service Proactive customer service Minimize and eliminate headaches before they happen
Technology Technology & Apps Integrated solutions for efficiency in your entire supply chain
Specialization Area of expertise (we specialize in …) You get better service, expertise, pricing and happier customers because of our expertise in….
Customized Solutions Informed response (faster, better) than any other
Guaranteed no downtime in transition. Peace of mind.
The most powerful value propositions are supported by data or
proof.
What proof would you provide?
“We are confident that customers will buy from us because our company solves (customer problem) better than ANY alternative.”
• Proof 1:• Proof 2:• Proof 3: