1. bull associates Creating Compelling Customer Value Propositions

2. bull associates Developing Propositions Focus on the impact of key issues and drivers which are challenging decision makers Need to demonstrate that: –by combining your expertise in these areas with specific service, skills and/or product capability –you can help customers to address the challenges and deliver real value to them –this is sufficiently compelling for them to take action

3. bull associates MAJOR ISSUE Key Drivers & Concerns of Customer Issue Expertise and Experience VALUE PROPOSITION Commercial Relationship Service 1 Service 2 Skillset A Skillset B Product X Customer Value Proposition

4. bull associates Market Segmentation Define the Target Audiences for the proposition –Roles –Vertical Industry –Size of Organisation –etc. Profile the targets –Type of people –Interests

5. bull associates Target Marketing Markets Segments Customers Roles

6. bull associates Target Issues Identify key concerns, problems, drivers and issues of target roles –High on their agenda Select one issue where we have a potential solution May be different for different roles –More than one proposition needed?

7. bull associates Research Research the drivers and issues and how they impact organisations –Published research/press articles –What our specialists say and our experience –What our clients say –What others in market say (competitors, consultants) –Are there any known pitfalls to avoid?

8. bull associates Define Our Solution Identify our relevant domain expertise and experience Identify relevant products, services, methods – do they need to be tailored/ enhanced? Pull the appropriate components together to create our solution to the customer issue Identify most appropriate commercial arrangements

9. bull associates Define the Value Identify the benefits of our solution against the defined customer issue(s) –Benefits will be both tangible and intangible Define ROI if possible Identify what is unique/different about our solution –Why should the customer buy this from us? Any relevant case studies/references?

10. bull associates Developing Propositions MAJOR ISSUE Key Drivers & Concerns of Customer Issue Expertise and Experience VALUE PROPOSITION Commercial Relationship Service 1 Service 2 Skillset A Skillset B Product X 90%+ 5-10%

11. bull associates Testing Try out the proposition on friendly customers –Does it ring true? –Is it compelling – would you bite? –Any suggested improvements? Remember that you are seeking to achieve a dialogue with decision maker –May not buy the proposition exactly as defined

12. bull associates Marketing Strategy How take the proposition to market? –Market segments –Target roles –Existing or new customers –Sales channels –Marketing communications –Pricing policy

13. bull associates Marketing Strategy Some issues to consider –Pricing by value vs. cost plus or sum of components –Key marketing and sales messages –Educate the sales channel –Selling new ideas/approaches is easier to existing customers than new ones –Choose the most appropriate marketing communications approach

14. bull associates Bull Associates Ltd. 01494 681187 info@bull-associates.co.uk www.bull-associates.co.uk