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Why Does Your Customer Buy from You? The Value Proposition Design
1.
Why Does Your
Customer Buy from You? The Value Proposition Design Ed Mayuga – January 25, 2017
2.
You are marketing
and business development professionals from architectural, engineering, planning firms
3.
When was the
last time you took a systematic look at how you customers experience your product or service?
4.
Visually illustrates data you
want to analyze
5.
A basic understanding of
the Value Proposition Design
6.
Think about why
your customers buy from you
7.
What is Value
Proposition Design?
8.
A tool that
will help you design, test, build, and manage great customer value propositions
9.
10.
The Customer Segment
who you intend to create value for
11.
12.
The map shows
the FIT between what you offer, and what the customers want
13.
The Customer Segment
Profile explains their characteristics and desired outcomes and benefits
14.
Some outcomes and
benefits may be more relevant to customers
15.
If you don’t
have a fit, you need to change your approach
16.
The Circle contains
Customer Characteristics of What You Can OBSERVE in the Market
17.
Customer Jobs –
Tasks to complete, problems to solve, needs to satisfy
18.
Pains – Anything
that annoys your customers before, during, or after getting a job done
19.
Gains – outcomes
your customers require, expect, desire, or would be surprised by
20.
The Square –
The Features of What you Market and Sell
21.
How do you
DESIGN the Features and Benefits of your Products or Services?
22.
What you communicate
to your customers is summarized in your Value Proposition
23.
It is the
bundle of products and services that help your customer get a job done
24.
Allows to you
address your customer’s Pains and Gains
25.
Let’s take a
deeper look at Pain Relievers
26.
Ask yourself: How
do your products or services alleviate customer pains?
27.
Expand your thinking to before,
while, and after a customer is attempting to get a job done
28.
Can you accurately
say which Pains the Value Proposition is addressing by eliminating or reducing them?
29.
Now let’s look
at the Gain Creators
30.
What are the
positive benefits your products and services create for your customers?
31.
Are you clearly
communicating the Gains that your Value Proposition is addressing?
32.
Customers will buy
more the better you are at communicating positive outcomes
33.
Gain Creators
34.
The Problem-Solution Fit
35.
When Features perfectly
match the characteristics of your customer segment profiles
36.
Product-Market Fit -
When the market validates and you have traction with your customers
37.
There does not
have to be an absolute 1-to-1 correlation, but they need to closely match
38.
Pain Relievers are Features Gain
Creators are Benefits
39.
Traditional Feature/Benefit selling
is “Because of… You can…”
40.
Are there Pain
Relievers that you can use as Features for your sales pitch?
41.
Are there Gain
Creators you can use as Benefits?
42.
Successful businesses have
more than just a great Value Proposition
43.
Successful businesses also
have a great Business Model that makes a Value Proposition possible!
44.
You need to
periodically test your assumptions using the Value Proposition Design map
45.
Remember: There are
no facts inside the four walls of your office!
46.
Your Value Proposition
should be communicated on your website, social media, marketing and sales materials
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