Creating & Delivering Your Value Proposition

by Barnes, Cindy; Blake, Helen; Pinder, David

• ISBN13: 9780749455125
• ISBN10: 0749455128
• Format: Paperback
• Copyright: 2009-11-28
• Publisher: Kogan Page Ltd

Summary

In recent years, developing a value proposition has become a prime consideration for businesses. A value proposition is an analysis and quantified review of the business benefits, costs and value that a company can deliver to prospective customers and customer segments. Creating and Delivering your Value Proposition provides guidance for business leaders demonstrating why having a strong value proposition is so important for a company. This practical new title shows readers how to build, deliver and harness value propositions to create profitable growth for a business, by utilizing the experience of clients and customers. Featuring global case studies and examples, Creating and Delivering your Value Proposition is an essential guide to understanding and developing a value-focused strategy for all senior practitioners.

Author Biography

Cindy Barnes is the founder and CEO of Futurecurve, a management consulting firm.  A product and service innovator and strategic business developer, she gained practical experience at leading organizations such as Capgemini, where she created the value proposition function and led business development.

 

Helen Blake is a marketer and business developer and has held senior positions in a number of the world's largest consulting firms, including Accenture and KPMG.  She is currently on the board of Futurecurve.

 

David Pinder is a leading communications specialist. He has worked in sales and marketing roles with Procter & Gamble, Hertz Corporation and Forte Hotels, and now provides value-creating business writing support for some of the world's leading companies, including Accenture.

Table of Contents

Acknowledgements	p. xv
Introduction	p. 1
What do you really think about customers?	p. 5
Introduction	p. 5
What do you really think about customers?	p. 7
The lessons of childhood	p. 9
The experience of now	p. 10
Technology and customer power	p. 14
USP, FAB, VP, POP/POD: analysing the alphabet soup	p. 16
Client-focused, not client-run	p. 18
What is a value proposition?	p. 21
Why do you need to build a value proposition?	p. 23
Some definitions	p. 24
Exploring the value proposition concept	p. 28
Value = Benefits minus Cost	p. 28
Introducing the Value Proposition Builder™	p. 30
Focus	p. 33
From top level to specific	p. 33
To sum it up...	p. 37
The value-focused approach	p. 39
The value-focused enterprise	p. 40
Value creation, alignment and decision making	p. 42
Strategic intent	p. 44
B2B service and solutions providers and the consultative selling imperative	p. 52
Strategic value pathway: customer intimacy. Sales mode: consultative	p. 55
Creating your value proposition	p. 59
Value Proposition Builder: Market	p. 61
Analysing your market	p. 61
Define the specific group (s) of customers to target	p. 62
'Narrow and deep' beats 'broad and shallow'	p. 63
Understand how to enter those markets	p. 64
Critical thinking	p. 65
Value Proposition Builder: The value experience	p. 67
Focus on customer experience delivers profit	p. 67
The value of research	p. 68
Ascertaining what the customer values	p. 72
The value interview	p. 73
Summary	p. 78
Value Proposition Builder: Offerings	p. 79
Step 1. Categorize your current portfolio	p. 80
The whole product or whole service	p. 82
Map to the Value Pyramid™	p. 83
Profitability	p. 85
Value Proposition Builder: Benefits	p. 87
Expected benefits	p. 88
Augmented or additional benefits	p. 89
Potential benefits	p. 89
Translating benefits into messages	p. 89
Value experience is critical	p. 90
The value difference	p. 91
Value Proposition Builder: Alternatives and differentiation	p. 93
Assessing alternatives and differentiation by looking at substitutes	p. 96
What's your difference?	p. 98
To sum it up...	p. 100
Value Proposition Builder: Proof	p. 101
Total cost of ownership (TCO), return on investment (ROI) and cost-benefit (C-B)	p. 102
TCO	p. 103
ROI	p. 107
C-B	p. 107
Summary	p. 108
Value proposition template and value proposition statement	p. 109
Completing the VP template and creating your VP statement	p. 109
Intel, and an exercise in getting your head around value propositions	p. 116
Timelines	p. 122
Message development	p. 125
Don't throw your money away	p. 125
Augmented benefits	p. 126
Creating a message framework and hierarchy	p. 127
Summary	p. 131
Implementation	p. 135
Four constituencies, one goal - alignment of value	p. 136
What does it all mean for sales and marketing?	p. 141
Tools to help sales people create value	p. 143
Offering management	p. 156
New strategic tools	p. 166
Starting and sustaining	p. 171
Are the conditions right?	p. 171
Starting the process	p. 173
Building your value proposition	p. 174
Create your value proposition template and write your value proposition statement	p. 177
Ways to use your value proposition	p. 177
Sustaining the lead	p. 179
And finally...	p. 180
The value-focused enterprise	p. 183
Check the rulebook. It's different now	p. 184
Decision making, value creation and the CEO paradox	p. 185
Decisive value-creating companies kick sand in the face of ditherers	p. 187
Capability gaps and unwritten rules sabotage value creation	p. 189
We've got a great solution! Where's the client?	p. 192
Orchestrating alignment - the way to value	p. 193
Don't discount human nature	p. 194
Where have we got to? This looks like a new planet	p. 197
Back to the future	p. 199
Early 19th century: customer misinformation - the hype of 'mere marketable qualities'	p. 199
Mid- to late 19th century: customer distraction - make trade, not war	p. 200
Late 19th to early 20th century: customer enchantment - night becomes day	p. 201
Early to mid-20th century: customer manipulation - you are what you own	p. 201
Second half of the 20th century: customer domination - producers and retailers rule	p. 202
Mid-1990s onwards, and accelerating: customer power - finally, it's the customer's turn	p. 203
Example value proposition for Intel (partial)	p. 205
Index	p. 209
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