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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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It's a Promise for the Future

We can see that this involves giving customers an understanding of how the future can be better than the present. They may be able to improve efficiency or agility, or benefit from profitable new revenues.

Monetary Calculation

In B2B it’s generally accepted, though less widely practised, that this should involve some monetary calculation of the benefits that will be delivered that are seen to outweigh costs. We will provide you with examples and templates later in the chapter.

It's Unique

A former Sales Vice-President colleague used to like pointing out that if you compared value proposition statements from different companies they all looked the same. He used to revel in presenting a selection of value propositions to colleagues with the company names removed, and challenging them to find their own company value propositions. Why don’t you try it? What does this tell you?

Exercise 2: Could you find your own value propositions? Just a quick scan of a few of your competitors’ websites probably shows that everyone says things like: we are innovative, we are the best in class, we provide excellent customer service.

You should strive for unique value propositions that set you apart. Remember that just because it’s unique doesn’t mean it’s useful. You should be aiming to demonstrate how you can uniquely deliver customer value in terms that the customer recognises as value.

 
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