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How Small Business Advisor / Consultant, one of the first questions I ask a company where I was before meeting with them:
"What is your value proposition?"
Very often the answer will get a list of products and services it provides. Sometimes I go back a blank stare. They either have no answer, or do not fully understand what I mean by the question. So I followed him, asking a few different ways:
"What are yourDistinctive features? "
"What makes your company different from the business of a competitor, which is the same product or products / services like?"
When asked in this way, customers usually react with some standard keywords: quality. Customer Service. Value. Integrity.
These are not bad answers to the question, but they are probably the same ones that give all competitors of the customer, if the same question was asked. Many companies use these words to describe theirBusiness, but do very little to put them back in their day to day operations. And if you do not fix it, then there is little chance that the customers / clients / prospects would use these words to describe your company if they have the same question was asked. If this is the case in your company, you do not have a value of strong proposal, and can cost business.
So what exactly is a value proposition?
The best definition I've seen comes fromrecently published book and an excellent model for generating business and Alexander Osterwalder Yves Pigneur "a value proposition creates value for a customer segment with a special blend of catering for the needs or segments, for example (. quantitative values such as (price, speed of service) Qualitative Design, Customer Experience). "
So, as a strong value proposition?
"This above all: be true to yourself." - Polonius, Hamlet, Act 1, Scene32
William Shakespeare wrote those words 400 years ago, but they are still relevant today. Be honest with yourself about what are your strengths and distinctive features and what to communicate, because your customers will be out of it pretty fast, if they are not. It 'important that this is a business proposal and honest critical assessment of himself when trying to define and develop their value. Here are some steps you can:
Step # 1 E 'period of self-evaluation.Define the "as is" condition. What does your company do really well? What are the things that differentiate the products and services from the competition? Be as specific as possible.
Tip: If you forget your strength as an articulation of distinctive features, not what your weaknesses list too - both real and perceived. These are things that customers and competitors to use to describe your business could be negative. For example, if your strength, speed of service is perceived weakness inbe "poor quality"? When you get to step 6, will be that address.
Note: Listen to your current customers for each customer interaction, do not tell us what they like and not as shy about our company. Sometimes, our customers can tell us what we're doing well, that we did not realize we were doing.
Step # 2 Define your target audience and customer segments: if a company starts its customer segment can be seen as "Who Wants to be definedProduct / service. "But as a business grows and matures, it becomes increasingly critical to clients / customers that you really want to work with than those who did not identify.
Customer Needs Assessment Step # 3: Now that you have defined your target customer segment, analyze what their needs and how it is currently serving these needs.
Step # 4 Competitive Analysis: research your competitors. Start with those that compete with customers for now, but alsoLook at those competitors, the service can be a segment of customers that you hope to achieve someday in the future.
Tip: You can compare your product or service against competitors of all sizes - price, reliability, fast service, performance, etc.
Step # 5 Now you have already completed the analysis, go back and look at your value is a "proposal as'. It is strong enough? E 'match your target audience? E 'to differentiate between your competitors? If you answerno to these questions, then what do you think your value proposition "should" be recognized on your target market.
Step # 6 Now, identify realistic ways to change their service model, products and people, process measurement value proposition for you.
So I developed a value proposition, what to do?
Value Proposition should be your new brand promise. Communicate with consistency in all internal and external communications. ButAbove all again! Make sure that trickles down throughout the organization - sales and marketing, operations and customer service - and that your efforts are geared to provide that brand promise. Survey your customers to ensure that they believe there has been faithful to the promise.
If you do this consistently, your brand promise to bring brand recognition. With brand awareness will allow you to differentiate the market.
References:
1Alexander Osterwalder and Yves Pigneur, model generation of Business: A Handbook for visionaries, Challenger and The Game Plan (Self Published, 2010), 23
2 William Shakespeare, Hamlet, Act 1, Scene 3, 78-82
Related : Proposition 8 jessica seinfeld
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