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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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Customer Value Proposition

Most of this book has been dedicated to helping you create tailored value propositions. For ABM to be successful, you will need to create a value proposition that is specific to the company you are trying to reach. You will also need to craft tailored messages for each member of the DMU. Your objective is to demonstrate that you understand what your customer is trying to achieve and to articulate how your solution will help them. Use the frameworks introduced in Chap. 2 to build out your specific customer value proposition.

We drew this out at an opportunity level in Chap. 2, when we looked at different value propositions by a chief executive officer (CEO) for a call centre purchase (Fig. 2.3). Another example is a major blue-chip organisation, whose overarching value proposition is to help their customers ‘create up to 30 % more efficiency in their day-to-day business operation’. Think about how this message shifts slightly to appeal to the different departments involved in the decision, such as the head of Customer Service (‘Now you can improve customer response time by 15 %’) and the VP of Finance (‘Our solution enables you to cut business expenses by almost 15 %’).

We have mentioned sessions where account teams were encouraged to bring in press clippings of company news to explore how new value propositions could be developed. We saw in an earlier chapter how this led to the sale of a web security system after a cyber attack.

 
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