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Jos Jose Pal alomino Founder and CEO — Value Prop Interactive
The Five Critical Questions Every Value Proposition Must Answer Jos - - PowerPoint PPT Presentation
The Five Critical Questions Every Value Proposition Must Answer Jos - - PowerPoint PPT Presentation
The Five Critical Questions Every Value Proposition Must Answer Jos Jose Pal alomino Founder and CEO Value Prop Interactive The 3Doodler Every Value Prop must make it through five critical questions to connect with target buyers
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Every Value Prop must make it …
… through five critical questions to connect with target buyers
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Why not TiVo?
- Jan. 1999 — Introduced at CES
- Mar. 1999 — First TiVo DVR shipped
- 2007 — 4.3 million subscribers
- 2011 — 1.9 million subscribers
- 2014 — 0.9 million subscribers
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It’s a matter of anticipation.
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You have to GET IN INTO your buyer’s head.
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The Five Doubts:
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Converting fiv ive doubts …
Why should I deal with you?
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Converting fiv ive doubts …
How will your offering affect me financially? Why should I deal with you?
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Converting fiv ive doubts …
How will your offering affect me financially? How will we manage and absorb your offering? Why should I deal with you?
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Converting fiv ive doubts …
How will your offering affect me financially? How will we manage and absorb your offering? How does your offering compare to my alternatives? Why should I deal with you?
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Converting fiv ive doubts …
How will your offering affect me financially? How will we manage and absorb your offering? How does your offering compare to my alternatives? Why should I deal with you? How can I safely “step into” your offering?
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Why should I deal wit ith you?
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How will your offering affect us fin inancially?
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How will your offering affect us fin inancially?
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How will we manage and absorb your offering?
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How does your offering compare to alternatives?
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How can I safely “step in into” your offering?
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Create a risk reduction reputation …
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… or make a promise that’s absolute.
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… or make a promise that’s absolute.
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It’s a matter of conversation.
Conversation:
(1): exchange of sentiments,
- bservations, opinions or ideas
(2): an instance of such exchange
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It’s a matter of completeness.
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It’s a matter of ali lignment.
Gartner is the world's leading information technology research and advisory company. We deliver the technology- related insight necessary for our clients to make the right decisions, every day. Connecting decision-makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.
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The Critical Path Worksheets
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Let’s start with the basics …
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People buy our product or service because …
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People buy because …
Basecamp gets projects done. Over 15,000,000 people use Basecamp. No IT Department required.
1 2 3
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Business Alignment Statements
We specialize in … We are committed to (buyer type) … Our focus is on … [Other]
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Making the Business Case
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Making the Business Case
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Making the Business Case
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Financial Alignment Statements
We’ll save you money by … You’ll make money by … We’re a wise investment because … [Other]
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15 minutes could save you 15% on car insurance.
Making the Financial Case
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Making the Financial Case
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Making the Financial Case
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Technical Alignment Statements
We’re the leader in … We’re the only ones who offer … Our product allows you to … [Other]
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Making the Technical Case
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Making the Technical Case
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Making the Technical Case
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Competitive Alignment Statements
We’re less expensive than … We don’t make you do … Compared to the alternatives, we’re … [Other]
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Making the Competitive Case
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Making the Competitive Case
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Risk Alignment Statements
You won’t regret buying our _________ because … We’ll save you time and money by … We guarantee that … [Other]
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… even hot cars.
Risk has to be addressed by everyone …
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What are some concerns?
- Is the technology that good?
- Is it worth that much money?
- How long will this company last?
- How reliable will this car be?
- Where do I recharge during long trips?
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What are some concerns?
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What are some concerns?
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What are some concerns?
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Converting fiv ive doubts …
How will your offering affect me financially? How will we manage and absorb your offering? How does your offering compare to my alternatives? Why should I deal with you? How can I safely “step into” your offering?
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… into fiv ive certainties.
I understand how your offering benefits us financially. I believe how your offering fits my / our needs. I know your
- ffering is better for me / us than
the alternatives. I see that you are fundamentally aligned with my / our best interests. I feel I / we can proceed with your
- ffering with confidence.
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Identify the critical path to your prospect’s mind!
- Is it the Business Case?
- Is it the Financial Case?
- Is it the Technical Case?
- Is it the Competitive Case?
- Is it the Risk Case?
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Then apply to all ll your communications.
www.plumvoice.com
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Successful Value Props make it …
… through the five critical questions to connect with target buyers.
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Thank You
Jose Palomino
Founder and CEO — Value Prop Interactive
@jpalomino
#jpalomino | jpalomino@valueprop.com