Many sales organizations want to create a movement and sell more on the value of their product/service instead of competing on price - but few know where to start to get there.
The first question I usually ask is:
- Do you internally have a structured process to build up value based on your product/service strengths? Many answer that they don't have it.
How do we then create a structured process to articulate customer value?
Below is a short step-by-step process how you can do it.
1. Start by looking at the strengths of your product/service
- Specify the strengths. Group if necessary.
- Start with the strongest or most important strength that you have.
2. Then proceed from your customer's perspective - " what problems/requirements do I as a customer need to have in order to value this strength "?
3. Brainstorm around which problems/requirements match the strength.
- Find as many relevant ones as possible
- Prioritize these
4. For each problem/requirement, then formulate the value based on the current state (cost with today's solution) and the pay-off (benefit) for a customer to implement the change.
5. Then brainstorm around different customer groups/stakeholders/market segments
6. Map a specific customer group against relevant problems/requirements and value
7. Then summarize
Strength 1 --> customer problem/requirement A (+value) = relevant for customer group 1, 3 and 5
Strength 2 --> customer problem/requirement B (+ value) = relevant pre-customer group 2, 3, and 6
8. Then start over and take strength #2 and repeat the same process
Companies where Product Management/Marketing have a structured process to articulate customer value often have a sleepless relationship with the sales organization.
Good luck articulating value based on your product's strengths
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