Value Proposition Development

Why Should I Buy From You?

How much more profit could you generate if you had a great answer to that question? Without a doubt, strengthening your value proposition improves lead generation, increases sales close rates, shortens sales cycles, improves profit margins, and ultimately generates more revenue and profits. But if your target customers cannot quickly grasp the value of your product or service, then you will spend more time and money than necessary to generate sales. Often, the product value is there -- it just hasn't been properly articulated. Sometimes, unfortunately, the product's benefits are simply not as highly valued by the buyer as the seller thinks. In these cases, we help clients make adjustments through our product development services. Deacon Lloyd will help you validate existing value statements and/or improve them. Typically, we use direct input from target customers as the primary guide. Other sources include secondary research as well as input from salespeople, marketing and product management. While in some cases, full blown market research is required, many times we can avoid the time and cost if there is sufficient information already developed. Elements of our service can include:
	Customer Problem – defining the problem(s) that the product or service solves; the customers' needs and expectations. (Our Customer Needs service provides a more in-depth analysis.)
	Solution Definition – defines how your product or service solves the customer problem(s)
	Delivered Value – from the customer's perspective, defines the delivered value (total value minus full cost to obtain the value) they would derive from the solution; builds the customer's business case to buy the solution, including quantified costs and benefits
	Relative Value – looks at competitive solutions and compares relative delivered customer value
	Differentiated Value – ideally, there are unique value points that align with the customer's most important needs
	Revised Messaging – updates the relevant Marketing messages and positioning and translates into key selling points for Sales
	Testing & Roll-out – tests the messaging with target customers and works with Marketing to package and roll-out revised pitch

Most importantly, all of our value proposition consultants have sales experience. They are not theorists. They know the necessity of a good value prop. Give your sales a boost for 2010 -- Contact Us now to learn more.