Winning Customers:

Creating Customer Value

Customer Value Proposition

Creating and Giving Your Customer More Benefits

"Price is what you pay.

Value is what you get." 

~ Warren Buffet 

What is Value Proposition?

Value proposition is a description of the customer problem, the solution that addresses the problem, and the value of this solution from the customer's perspective.

Yin-Yang of Customer Value Creation

Selling Is Problem Solving

Why Customer Value Proposition?

Your company should deliver a particular customer value proposition to a definable market in order to exist. Competition is all about value: creating it and capturing it.

"In fact, your values are the reason you do everything you do. Plain and simple. And since everyone on this planet holds to these values, effective marketing targets the corollary emotions that run as conduits from these mission control centers. This is the secret to instant access into someone’s subconscious mind. It is also the answer to doing this so effectively that the subconscious literally kicks the conscious mind of your target market in the seat of its pants and compels it to do something. These control centers work to drive the behaviors of everyone. If someone values what you have, they will trade you their money for what you have. Now that’s a value!" says Mike Litman.⁸

Synergistic Selling: 3 Components

Competitive Strategies

• Customer Value Proposition

  • Survival Strategy: Low cost/benefit ratio

  • Market Leadership Strategy: creating higher customer value and positioning... More

3 Strategies of Market Leaders

Blue Ocean vs. Red Ocean Strategy

Why People Purchase?

Why people purchase? And how to get more of them to purchase from you now?

“Let’s get right down to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires on to a particular product. This is the copywriter’s task: not to create this mass desire – but to channel and direct it, ” wrote Eugene Schwartz.

A powerful quote. As an entrepreneur the purpose of your marketing efforts is to direct desire. People do what they want…desire…to do and this is rooted in six values that are universal to everyone. So it stands to reason that if these values are universal and if they like a puppeteer pull the strings on how people feel, then all you need to do in your marketing efforts is tap into a value system with copy that stirs the emotions.

Differentiation Strategies

Buzz Marketing

What Is Perceived Value to the Customer?

You can charge the customer the value provided, regardless of its cost. "If the price charged for an item is commensurate with the benefits provided, then it will be considered a good value in the mind of the buyer. But remember, there are limits even in a monopolistic situation."¹

Create Customer Value: 10 Matsushita Lessons

Customer Care

Define Your Internal Core Marketing Message

To create a business-generating marketing program, the first direction to go is inward. Before you create your outward-reaching promotional materials, you've got to get a fix on your internal Core Marketing Message – in other words, what customer value are you selling, and why should anyone care?... More

Describe Your Unique Advantage

Differentiate – describe the unique advantages of your service over your competition, and what makes you special, memorable, and stand apart from your competitors. Strong differentiation techniques include uniqueness, leadership, attribute ownership, heritage, your philosophies and values, use testimonies.

If you feel uncomfortable to boldly claim your own special qualities,  seriously ask yourself the question "What would be different about the world if you were not here?" and your special attributes will emerge for you.⁹

Surprise To Win: 3 Strategies

Do Your Customers Enjoy Buying from You?

Why would people want buy from you if they don't enjoy doing so? Making what you have to sell fun to buy is simply taking the whole process one step further. "If you can make your customers laugh, and excite them with your vision of what life can be, they are not going to walk into your outlets, but run into them. Running a successful business should be fun for you, and there's every reason why you should be able to communicate that sense of fun to your customers. Certainly, if you aren't having fun, you probably aren't running a successful business."²