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Value Proposition | motarme

Value Propositions II – Using your NOSE

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Value Propositions

As pointed out by Tom Sant, if you can’t establish that you deliver superior value then the customer will choose based on price. In a previous post, “Value Propositions – what you do, why it’s important, how you do it” I reviewed articles from the Harvard Business Review, Forrester Research and other sources that discussed how to prepare your value proposition. Since writing that post we have started to use Tom Sant’s NOSE framework. It’s a simple approach to help you develop a compelling proposition focused on your customers’ needs.

Can you describe the value you deliver to customers? Is it sufficiently different from what your competitors do? Can you persuade prospects that you are their best choice? Understanding how to communicate your value proposition is essential for generating leads and acquiring new customers. For online marketers, you have to communicate the value to a web visitor in a few seconds or they may leave your site. For B2B sales teams, you have to describe a convincing value proposition in your sales proposals or you won’t win the deal. Read More

Value Propositions – What you do, Why it’s important, How you do it

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What are you good at? What can you do better than your competitors? Why should I buy something from you? Many companies think they know the answers to these questions but often they don’t or cannot communicate them clearly. Technology companies in particular often emphasise a list of unique product features without clearly tying these back to a business problem they solve for their customers. 

Another common problem is lack of a single definition within a company – if you ask two different sales people you get two different answers as to what they do and why they’re the best. Is this a big problem? Well, yes if you want to sell anything. From the outside, a lot of companies look the same to their potential customers. The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. You have to make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. You do this by defining a clear and compelling Value Proposition. Read More

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