Recent research informs the value proposition
Most value propositions have no value! They fail to demonstrate positive outcomes and they fail to link those outcomes to our differentiators. Too often they are nothing more than a laundry list of product features and benefits. In this session, Dr. Tom Sant will demonstrate a simple, clear process for building a winning value proposition, based on recent research into economic behavior and cognitive psychology.
The first step is to recognise that value is defined by the customer. Tom will explain how to uncover the outcomes the client seeks and the mistakes to avoid in doing so. He will provide examples that compare effective value propositions with marketing fluff and vague claims of superiority. Tom will discuss the three types of value that customers typically seek - strategic, tactical, and social - and provide examples of each. And he will illustrate the four principles of effective value propositions in a clear, step-by-step that you can use immediately in your sales messages, presentations and proposals.
Building a differentiator matrix
The next step is to link your ability to deliver superior value that the customer desires to your strengths and differentiators. Tom will explain which four kinds of differentiation are most important when you are selling services and intellectual capital. He will demonstrate how to build a matrix that brings your differentiators into alignment with the customer's desired outcomes.
The final step is to provide proof. Tom will discuss the three kinds of proof and will show you which is the most powerful kind you can use. He will show you a simple pattern for building proof statements that customers find irresistible.
In today's difficult economic climate, when purchasing seems to have grabbed control of the buying process in many large organisations, it's absolutely vital to understand how to establish superior value so that you can protect your margin and separate yourself from low-priced vendors who have less to offer.
About your presenter
Dr Tom Sant: A former college professor, standup comic, and founder of two successful firms, Dr. Tom Sant was named the world's foremost authority on winning sales proposals by the American Management Association and one of the top ten sales trainers in the world by Selling Power Magazine. He is the author of the best-selling Persuasive Business Proposals, The Giants of Sales, and The Language of Success. As the founder of The Sant Corporation (now Qvidian), Tom invented the world’s first proposal automation system, which is now used by hundreds of companies around the world. He was named one of the first ever Fellows of the Association of Proposal Management Professionals in recognition of his contributions to the field.
As always, APMP UK regional events are free to attend for members and guests.
Follow the link below for further information and to register for this event: