| What we want sales to accomplish for the firm. | The information we need to provide to sales. | Impact of not providing the information. |
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| Cause the customer to identify the customer /problem that is high enough to be impactful to the customer, but low enough for the product to have significant relevance. | Problem Statement: Identify the customer opportunity or problem that the product/service addresses better than the competitive alternative.
| Sales is relegated to answering RFPs instead of the consultative selling of solutions. |
| Have the customer initiate the program to investigate the opportunity. | Value Statement: The value to the customer of addressing the opportunity, with measures.
| The program never gets investigated, just “discussed”. |
| Have sufficient support for the program so that the obstacles that arise don’t stop it. | Value Evidence: Sufficient evidence for the customer to be confident of the claims of the size and viability of the opportunity.
| The program starts but gets derailed because a more certain alternative program is identified. |
Ensure the firm’s product one of the top ones being evaluated by the customer by making sure that the customer realizes the magnitude of the products advantages.
| Measurable Advantage / ROI: What your product or service does uniquely, or substantially better than competitors and the measurable magnitude of the advantage. | The product/service is not considered by the customer and the sale goes to another firm and other firm’s products are perceived as competitive when they should not be. |
| Have the customer believe your advantage claims, even when other vendors are exaggerating. | Proof Points: Provide reasons to believe your firm’s product/service capabilities.
| The competitor’s products are seen as just as credible as your firm.
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| Have the customer understand that our product/solution delivers high value to them. | Customer Value Proposition: The value to the customer that results from the product advantage. | Even though your product is best in some areas, the value isn’t understood. |
| Have the customer understand that our product/solution delivers the most value to them when compared to the competitive alternatives. | Customer Value Proposition Value Measures: Identify your value claims with measures that are comparable.
| The customer does not believe that your product offers the highest value to them. |
| Have the customer believe our claims of higher value when compared to our competitors. | Value Validation & Case Studies: Provide reasons to believe your firm’s value estimates. | If your claims are not believable the customer may not buy. |
