Sales Empowerment: A Differentiated Value Proposition
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1 Sales Empowerment: A Differentiated Value Proposition
2 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.
3 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:
4
5 31,875 Prospect Website Sessions Goal: 23,600; Actual: 31,875 Exceeded goal by 29.83% 357 Leads Goal: 236; Actual: 357 Exceeded goal by 40.8% 45 Sales Qualified Leads Goal: 41; Actual: 45 Exceeded goal by 9.3%
6 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
7 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
8 Be Unique. Building a Differentiated Message
9 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
10 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
11 Value through a BUSINESS CASE Minimize Investment Year X cost Risk Maximize Savings Speed Quality Reliability Growth Value through EMOTIONS Minimize Fear Uncertainty Shame Stress Change Maximize Pride Accomplishment Prestige Happiness
12
13 1. Racey 2. Thrill 3. Fun 4. Powerful 5. Exciting 6. Sexy 7. Fast 8. Excessive 9. Bold 10. Muscular 11. Aggressive 12. Ostentatious 13. American 14. Special 15. Stylish 16. Luxury
14
15 Box Old Economical Fuel Efficient Safe Dependable Average Boring Sensible Mature Unassuming Imported Everyday Versatile Functional Standard
16 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
17 You will have happier customers, leading to retained Unique characteristics (features) 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
18 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.
19 The most powerful value propositions are supported by data or proof. What proof would you provide?
20 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:
21
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