Value propositions that sell

Transcript

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

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

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

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

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8. 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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9. 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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10. Customers do not buy products
    Customers buy solved problems
    

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11. CASE STUDY:
    DIFFERENTIATED VALUE
    PROPOSITION
    

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12. 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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13. UNDERSTAND THE COMPETITION
    Vendor Differentiation
    

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

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

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16. 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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17. 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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18. 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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19. OUR DIFFERENTIATED VALUE PROPOSITION
    27% 100% 400+
    More
    Productive
    Built-in
    Compliance
    Unrivaled
    Network
    

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

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

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

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25. APPENDIX
    

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

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