CREATING A COMPELLING CUSTOMER VALUE PROPOSITIONS
Posted 06-16-2009 at 07:24 AM by oyezkinnola
Among the many challenges you face as a business owner in today’s crowded market, perhaps the most difficult is effectively communicating your ‘’story’’ or your ‘’mission statement’’. What value does your business and its products and services deliver, who is it delivered to and how?
The key to running a winning business, selling more and earning higher revenue is developing clear, easily articulated customer-focused value propositions and communicating them effectively to your customers.
WHY IS YOUR VALUE PROPOSITION SO IMPORTANT?
In simple terms, a ‘value proposition’ is the sum of the total benefits that customers receive when they purchase a specific product or service from your organisation. Your product or service value proposition is a powerful statement designed to capture the mind and the heart of your customers by demonstrating a relevant advantage in buying from you. It is usually articulated as part of your brand reputation in advertising or sales literature, as a tag line appearing on product packaging, or is communicated directly when speaking with your customers.
Getting the value proposition right for what your business sells is very important, because it provides the basis for your business relationship with your customers; that is it answers the question foremost in every potential customer’s mind: Why should I buy from you?
DOES YOUR VALUE PROPOSITION COMMUNICATE EFFECTIVELY?
As a business owner, you are passionate about what you do. You love each of your products and services, know them to be much better than those of your competitors and understandably want to tell as many people as possible about them- how your clothes are more fashionable or how your software has more and better functions. The problem is that when you use this style of language to talk about your products, the core message you are communicating is central on your view of your products, which may not reflect your customer’s motivations.
When talking about your products and services in this manner, your message often sounds to your customers as ‘’this is what I sell, and am I running through a long list of the reasons why I think you should buy it.’’ What your customers want to hear, however, is a clear statement that demonstrates that you understand their situation- that you recognise the problem they wish to solve, or the outcome they wish to achieve-followed by a specific offer or explanations as to how you are going to help them address their situation.
Ideally, the value proposition will not only explain how owning your product or using your service will allow the customer to achieve a desired outcome; it will also explain how it is that your business is uniquely positioned to create that outcome you desire.
The most important guiding principle for creating a compelling, customer-focused value proposition is this; the value proposition should focus on customer’s needs, not on products or service features. Do not explain the product or services you sell, or embellish their features. Instead, detail the benefits to the customer of owning your products or retaining your services. Consider for example, the following statement, which could have come from the sales brochure of any number of businesses:
Our professionally trained agents have the full range of skills and experience needed to define, build and deliver a successful solution. All our customer’s needs are delivered using a comprehensive, proven methodology based on hundreds of engagements with major corporate clients across a wide range of sectors of the economy.
This statement does communicate some important messages. It tells potential customers that the business has experienced and competent employees, who use rigorous approach to delivering solutions to their customers, and have a track record of success with other customers
For more information and in-depth reviews like this please visit www.onlinecustomersupport.blogspot.com
The key to running a winning business, selling more and earning higher revenue is developing clear, easily articulated customer-focused value propositions and communicating them effectively to your customers.
WHY IS YOUR VALUE PROPOSITION SO IMPORTANT?
In simple terms, a ‘value proposition’ is the sum of the total benefits that customers receive when they purchase a specific product or service from your organisation. Your product or service value proposition is a powerful statement designed to capture the mind and the heart of your customers by demonstrating a relevant advantage in buying from you. It is usually articulated as part of your brand reputation in advertising or sales literature, as a tag line appearing on product packaging, or is communicated directly when speaking with your customers.
Getting the value proposition right for what your business sells is very important, because it provides the basis for your business relationship with your customers; that is it answers the question foremost in every potential customer’s mind: Why should I buy from you?
DOES YOUR VALUE PROPOSITION COMMUNICATE EFFECTIVELY?
As a business owner, you are passionate about what you do. You love each of your products and services, know them to be much better than those of your competitors and understandably want to tell as many people as possible about them- how your clothes are more fashionable or how your software has more and better functions. The problem is that when you use this style of language to talk about your products, the core message you are communicating is central on your view of your products, which may not reflect your customer’s motivations.
When talking about your products and services in this manner, your message often sounds to your customers as ‘’this is what I sell, and am I running through a long list of the reasons why I think you should buy it.’’ What your customers want to hear, however, is a clear statement that demonstrates that you understand their situation- that you recognise the problem they wish to solve, or the outcome they wish to achieve-followed by a specific offer or explanations as to how you are going to help them address their situation.
Ideally, the value proposition will not only explain how owning your product or using your service will allow the customer to achieve a desired outcome; it will also explain how it is that your business is uniquely positioned to create that outcome you desire.
The most important guiding principle for creating a compelling, customer-focused value proposition is this; the value proposition should focus on customer’s needs, not on products or service features. Do not explain the product or services you sell, or embellish their features. Instead, detail the benefits to the customer of owning your products or retaining your services. Consider for example, the following statement, which could have come from the sales brochure of any number of businesses:
Our professionally trained agents have the full range of skills and experience needed to define, build and deliver a successful solution. All our customer’s needs are delivered using a comprehensive, proven methodology based on hundreds of engagements with major corporate clients across a wide range of sectors of the economy.
This statement does communicate some important messages. It tells potential customers that the business has experienced and competent employees, who use rigorous approach to delivering solutions to their customers, and have a track record of success with other customers
For more information and in-depth reviews like this please visit www.onlinecustomersupport.blogspot.com
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