The Seven Challenges of Value

The Seven Challenges of Value:from Axia Value Solutions by admin
Challenge #5:  Communicating your Value. 
Wouldn’t it be a shame to spend time understanding the things your customer really values, speaking to the right people and creating a real differentiation, only to then fail to communicate your value effectively?   Being different in ways your customer truly values isn’t enough if the customer doesn’t know about it.  This is where a really powerful and persuasive Value Proposition is crucial.
It’s not an advertising strap line…
An advertising strap line is not a VP.  “Saving our customers money”; “Delivering value everyday”
Neither is it a bland statement like “Our solution will save you money”.  This is little more than a vague expression of hope that most customers are likely to view with some scepticism – especially since many of their other suppliers are likely to be saying the same things!  Most of what passes for VP’s are high on proposition and low on value.
Your VP should be powerful and persuasive, clearly answering a key question for the customer:
“Why should I choose you rather than one of your competitors?”
So where does it come from? 
There are four main sources:
1. Your prospective customer – this is your customer as a business.  What are the key issues this customer faces, and what are the impacts on their business of these issues?
2. Your prospective customer – as individuals.  Businesses don’t make decisions, people do.  What are the individual interests and motivations of each of the people who will be involved in making the decision?
3. Your company – Given your understanding of your customer, as a business and as individuals, the issues they face and the opportunities they have available, what can your company do to help?  Particularly, what can your company do better than anyone else to add real value to the customer?
4. The competition – whether we like it or not, it is unusual for there to be no competition.  Sometimes the competition is the “do nothing option”, or perhaps for the prospective customer to decide to do things internally. Don’t forget the question – why should the customer choose you rather than doing nothing, or doing things internally?  How would they be better off choosing you?
Powerful VP’s are clear and to the point and clearly identify that you have understood the key issues and can deliver a demonstrable value.
“Our solution will save you money” – everyone tells me that!
“Our solution will save you $250k in the first year of operation by managing inventory and shelf life more effectively, and $200k a year in subsequent years”
When can you start?

At Axia Value Solutions we help our clients defend and grow their margins and build profitability.  We do this by helping them to reach a deeper understanding of the value of the solutions they deliver to their customers and through that understanding enable them to differentiate, price and communicate their offer increasingly effectively.
Axia Value Solutions – Value through Understanding
For more information you can contact Mike and Harry at info@axiavalue.com or click on the “Let’s Talk” link on the website www.axiavalue.com