Value propositions that sell

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VALUE PROPOSITIONS THAT SELL Abdul Rastagar www.linkedin.com/in/rastagar @CaliAbdul

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About Me I leverage unique leadership of strategery while optimizing action-oriented and dynamic alignment of business synergies to achieve maximized growth hacking yields using flexible and sustainable ideation, innovating mission critical value- add competencies.

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“Words are free; it’s how you use them that may cost you.”

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MOST VALUE PROPOSITIONS SUCK “Star schema for query handling” “Wizard-based application” “Intelligent, scalable database” “Meets your complex business needs” “Broad SQL server engine compatibility” “End-to-end machine learning platform”

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MILLIONS OF TRACKS FOR THE PRICE OF ONE CD A MONTH EXPLORE NOW

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Sell the problem you solve, not the product you make.

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GETTING IT RIGHT Understand market trends Recognize pain points Don’t talk features Know your competition Context Customers Business Benefit Differentiate

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VALUE PROPOSITIONS DONE RIGHT “Increase customer satisfaction through consistent data, simplified processes and accurate billing.” “Maximize revenues with a more efficient and productive sales organization.” “Reduce risk and deployment time via a standards-based integration.” X% Z% £Y

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Customers do not buy products Customers buy solved problems

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CASE STUDY: DIFFERENTIATED VALUE PROPOSITION

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UNDERSTAND THE CONTEXT Rising cost Patent expiry Limited innovation Greater compliance 0 10 20 30 40 50 0 10 20 30 40 50 Year 0 Year 10 Year 20 Year 30 Year 40 R&D Spend vs. Innovation

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UNDERSTAND THE COMPETITION Vendor Differentiation

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VALUE PROPOSITION WORKSHOP Sales Consultants Product Strategy Marketing Alliances Sales External validation

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BUYING COMMITTEE Procurement VP of Business Business Operations End User Information Technology

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KNOW YOUR CUSTOMER Procurement Head of Business Business Operations End User Information Technology Cost Compliance Vendor Reputation Features Usability Efficiency Effectiveness Technology

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KNOW THE COMPETITION Us COMPETITOR A COMPETITOR B COMPETITOR C Cost -1 0 1 0 Compliance 1 0 0 -1 Vendor -1 1 -1 -1 Features 1 0 1 0 Usability 1 0 1 0 Efficiency 1 0 1 1 Effectiveness 0 -1 0 0 Technology 1 1 -1 0 Overall 3 1 2 -1

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DIFFERENTIATE Us COMPETITOR A COMPETITOR B COMPETITOR C Cost -1 0 1 0 Compliance 1 0 0 -1 Vendor -1 1 -1 -1 Features 1 0 1 0 Usability 1 0 1 0 Efficiency 1 0 1 1 Effectiveness 0 -1 0 0 Technology 1 1 -1 0 Community 1 0 0 0 Overall 4 1 2 -1

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OUR DIFFERENTIATED VALUE PROPOSITION 27% 100% 400+ More Productive Built-in Compliance Unrivaled Network

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3X3 VALUE PROPOSITION MATRIX Greater Productivity 1. Avg. 27% productivity increase relative to incumbent system 2. Highly flexible workflows enable efficient processes 3. User friendly / easy to use Built-in Compliance 1. 100% compliant with all relevant regulations 2. Technology advisors to regulatory authority 3. Advisory council of industry thought leaders Unrivaled Network 1. Industry’s only professional peer networking community 2. Roadmap informed by broad set of users and partners 3. Extensive partnerships to maximize your investment Customer-centric benefit Proof points

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VALUE PROPOSITIONS INFORM YOUR MESSAGING PR & Comms Talking points Presentations Thought leadership Battle cards Website Sales pitch Collateral

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#PROTIP: YOUR OWN VALUE PROPOSITIONS Human Resources CEO Boss Direct Reports Peers

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EXAMPLE Reason #1 Reason #2 Reason #3 - Accomplishment A - Accomplishment B - Accomplishment C - Accomplishment A - Accomplishment B - Accomplishment C - Accomplishment A - Accomplishment B - Accomplishment C

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Abdul Rastagar www.linkedin.com/in/rastagar My heart belongs to my children, but my opinions are my own.

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APPENDIX

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TECH-TALK TO AVOID “Scalable” “Integrated” “Technology” “Leading” “Cloud” Feature-talk “Innovative” “Best of Breed”