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This
process is designed as a value “acid test” to measure the
purpose, focus, clarity, and value associated with a particular value
proposition. In this regard, an “Ideal” Customer Profile
is prepared that defines all of the stakeholders, influences, personal
wins, and their individual stage in the buying process. Our approach
incorporates an innovative model that effectively demonstrates that
the buying process and change process are identical. The bottom line:
Show a customer how to change and you will show them how to buy!
More
importantly, market assessments can now be used to gauge the likely
adoption rates of the proposed product or service, its value messages,
the best positioning statements, and sales strategies that will have
a high likelihood to leverage the value messages and counter the typical
buying objections.
A Value Proposition Critique and Assessment Workbook are prepared with actual customers or prospects to “set the value” and determine the overall competitiveness of the value proposition in the market. The results of this process are used to develop selectivity criteria to define the most attractive customers, develop appropriate relationship strategies and set sales plans. |
