Winning the Value Proposition

Material Development

Tool

By

Chip Gilkison

www.linkedin.com/in/chipgilkison/

Opening Remarks Message Scope Development Unarticulated Needs Message Development

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Agenda

Helping our Customers Understand our Value

“What sets the best suppliers apart is not the quality of their products, but the value of their insight—new ideas to help customers either make money or save money in ways they didn’t even know were possible.”

Dixon, Adamson - 2011

Teaching for Differentiation – Stand out from the Crowd

Tailoring for Resonance – Credibility

Taking Control of the Sale – Make a Difference

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Main Concepts

Be bright, be brief and be gone…

First things first – What is our Value Proposition?

We need to arm our teams with compelling business cases

Developed through insight from Business Plans Outcome Driven Solutions (ODS) CONOPS/Subject Matter Experts Cultural Exchange Program Joint Customer Innovation work-shops

Consistently delivered and is easy for our Customer to understand

Customer

Our Company

Competitors

Requires Us to Truly Understand our Offerings

What We Want to Share with You The Warmer… Reframe the Problem Why Does it Matter? Emotional Impact Paint the Picture of the New Way

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The Template

Build a pitch that leads to your solution, not with it

General Description of Topic to be Discussed

For XYZ Customer

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Needs to be focused on the problem the customer is trying to solve not our solution

Needs to focus on what the Customer is going to get out of the presentation

We need to demonstrate we have a deep expertise in their business and we will teach them something they did not know coming into the meeting

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What we want to share with you

We’re not here to “sell”

State the customer’s challenge

State what we have seen at other Companies / Countries / Services in a similar situation

What you want from this slide is to start the conversation to discover the customers needs

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The warmer…

Time to Validate our Assumptions

Start to change the way the customer thinks about the problem they are trying to solve.

Graphics / Tables are good

The test for this slide is the customer saying “Huh, I’d never really thought about it that way before.”

This must be focused where we have a value proposition

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Reframe the problem

Customer Agreement is the Kiss of Death

Use data that we have gathered using our expertise to “drown them” in rationale why this makes sense.

Continue to teach the customer based on our Subject Matter Expertise something about their business / CONOPS they did not know before you walked in the door.

This must again be focused where we have a value proposition

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Start building the solid business case for why it matters (This can be a

couple of slides)

Just in case the customer is still skeptical

Make it personal. Example: Describe a scenario and say something like “would you let

your son or daughter go into harms way with…” Describe a scenario that emphasizes the waste caused that

the customer can directly relate to.

This has to be credible and believable, they need to see themselves in the picture you are painting.

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Add Emotional Impact

Pictures are Worth 1,000 Words

Start to describe how we can help

Here is where we can start to talk about our solution

How it solves the unique issues we have laid out earlier in the presentation

Analysis of Alternatives if possible is very powerful as it does the customers job for them

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Paint the picture of the new way

This is the First Time We Discuss our Solution

Not a new way of selling Understand customer’s business

better than they do Selling with “selling” Add value to our offering without

the additional cost…Except for our competition!!

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Wrap Up

www.linkedin.com/in/chipgilkison

/