Creating a Compelling, Customer-Focused Value proposition has a guiding principles: the value proposition should focus on customer needs, not on product or service features.
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 bread is fresher, how your clothes are more fashionable, how your software has more functions, or how your doohickie has more whatyamacallits!
The problem is that when you use this style of language to talk about your products, the core message you are communicating is centered on your view of your products, which may not reflect your customer’s purchase motivations.
When talking about your products and services in this manner, your message often sounds to customers as “this is what I sell, and I am 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 explanation 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.
In Creating a Compelling Customer Focused Value Proposition, you should ensure that it incorporates the following three components as a minimum:
1. The value proposition should define the business you are in using customer-centric wording; that is, it should describe the type of solution the business provides for its customers.
2. The value proposition must clearly demonstrate that you understand the customer’s objective – why it is they are considering doing business with you in the first place.
3. The value proposition should outline your specific offer and pinpoint exactly how it is that it will meet the customer’s objective.
Creating a Compelling Customer Focused Value Proposition
The Power of a Successful Value Proposition.
A classic example of Creating a Compelling Customer Focussed Value Proposition can be found in the approach that the rental car company, Avis, took when trying to win back market share from Hertz. The Avis story is also a dramatic example of how powerful it can be when you get the value proposition right, and how profitable it can be when you deliver on the promise you make to your customers.
In 1962, when Robert Townsend took over the reins as President of Avis, the company had entered its 13th year in the red, with a market share of just 10-11% of the car rental market. By
1996, Townsend was able to grow Avis’ market share to 35%. How did he achieve this?
Townsend launched a bold, daring advertising campaign that centered on the company’s new strategy of focusing on good old fashioned service. Instead of proclaiming that it had the newest cars, or the cheapest prices (which may have been true), they used the following messaging:
We’re No.2. We try harder! In this simple, self-deprecating phrase, Avis acknowledged an indisputable fact – that it was a distant 2ND in the car rental market – while also providing an irresistible value proposition: that Avis would work harder to prove they are worthy of your business.
This value proposition recognised that, for many car rental customers, prompt, caring, and friendly service (the ‘benefit’) was far more important than the car (the ‘feature’).
In today’s crowded marketplace, with new competitors emerging from around the globe, and almost saturation marketing of products and services, it is more important than ever to ensure that when you have the attention of a potential customer, you are able to offer a compelling reason for doing business with you.
It is important to be able to communicate why your product or service is cheaper, more economical, more durable, of higher quality, covered by a better warranty,
Has greater market acceptance etc. than any of your competitors. However, it is imperative that you are able to convey how your product or service is uniquely position to provide the customer the precise outcome they are seeking to achieve with your product or service.
By couching your discussion of the desirability of your product or service in language that speaks directly to the customer’s actual needs, rather than focusing on product or service functionality, you will go a long way towards answering the most important question on a customer’s mind: why should I buy from you?
If you need help in compiling your Creating a Compelling Customer Focused Value Proposition, don’t hesitate use the contact form below.
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