What we want sales to accomplish for the firm.The information we need to provide to sales.Impact of not providing the information.
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.
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.