This provides a deeper look at what a Value Proposition is, and some of the elements that make it distinctive or "killer." If you want to dig DEEPER into the process of crafting a distinctive, "killer value proposition," don't miss this look "under the hood" of the value proposition creation process. About Our Speaker: Steve Rankel is a marketer, strategist and sales expert. As President of RJR Venture Group, Steve helps franchises scale and grow through innovative marketing and franchisee support programs. Prior to RJR, Steve was Chief Strategist & VP Marketing Consulting with MaidPro. While there, he introduced a number of innovative marketing and sales programs - including data-driven marketing and intensive marketing coaching. In addition, Steve built an in-house digital agency that managed franchisee online marketing and social media. These all helped drive MaidPro from $35 million to almost $100M in under 4.5 years. Steve has held several other important roles (golf ball go-getter; greenskeeper) and lives in Boston with his wife Genieve and daughters Chloe and Katja. Interested in learning more? Register for a follow-up discussion here: http://bit.ly/1iN4giM. Pre-register for an online workshop here: http://aipmm.io/kvpkit Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, contact AIPMM at certification@aipmm.com. About AIPMM The AIPMM is the trusted authority for product management knowledge. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product leaders. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: http://www.aipmm.com/subscribe Articles: http://www.aipmm.com/html/newsletter/article.ph Membership: http://www.aipmm.com/join.php

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Moderator:
Hector Del Castillo, CPM, CPMM @hmdelcastillo
Today’s Speaker
Presenter:
Steve Rankel
President
RJR Venture Group
781-760-2070
@SteveRankel
steve@rjrventuregroup.com
www.rjrventuregroup.com

6. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Value Proposition Secrets:
Building with the Pros
Steve Rankel, Founder

7. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Value Prop Secrets – Building with the pros
KVP Insider Secrets
• KVP No-no’s
• Examples of good and bad value propositions
• Pitfalls
• Demonstration of KVP Tools
• Hands-on Q&A

8. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
A Few Questions

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A Recap

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Successful Selling Is About…
What you TELL THEM
Getting people’s
ATTENTION

11. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Value Proposition Sickness – 60 tech / services firms…
“we provide enterprise-class, best-of-breed,
productivity solutions that maximize your ROI for
mission-critical initiatives and drive bottom-line
results in support of your corporate objectives.”
Do you sound like this?

12. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What is a KVP?
A crystal clear statement of how your product or service:
Presented in a compelling way that causes someone
to ENGAGE in further buying activity…
2. Delivers some benefit
3. Improves their situation
1. Solves a customer’s problem

13. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What Question Does a Killer Value Proposition Answer?
The MOST important question in sales & marketing:
Why should I buy from you, instead of any other
option I have, including the option of doing nothing?

14. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Other Value Proposition Particulars…
→ Short
→ Specific
→ In the customer’s language
→ Passes the ‘Seat of the Pants’ Test
FOR YOUR CORE VALUE PROPOSITION

15. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
How do you know you DON’T have one?
1. Missed revenue targets
2. Long sales cycles
3. Discounting & price wars
4. Angry salespeople
5. Show up & throw up
6. Price wars
7. Marketing spews features with no ‘Aha’
8. Indifference in the market

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Warning… if you don’t have one…
Customers will
invent their own.
And judge you based on that.

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What is Value?

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A fool is someone who knows the price of
everything, but the value of nothing.
Oscar Wilde

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Is This Value?

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Or This?

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It Depends.
Recliner, Cairo

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Value Proposition NET

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Examples

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THESE ARE NOT KILLER VALUE PROPOSITIONS
We provide an operating framework for companies to drive out inefficiencies in
their productivity and maximize the return on human capital investments.
Keeping You 1st Always
Delivering business process improvement and maximum productivity.
The good hands people.
I can save you up to 20% on your IT spending
We are the global leader in delivering productivity solutions which drive
operational throughput, competitive advantage, and ROI from all enterprise
activities via cross-functional communications.

25. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What Companies Have Powerful Value Propositions?
GEICO
• One call can save you 15% on your car insurance
Domino’s Pizza
• Fresh, hot pizza in 30 minutes – or your money back.
Wal-Mart
• Low prices, every day.
ADP
• Story

26. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
No-No’s

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Would you marry for money?

28. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Then why assume people BUY
only for money?
2 stories:
- GR conversation
- MW consulting

29. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Sell Holes, Not Shovels
Why does anyone buy a shovel?

30. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
“Stuff” that matters to us
Scalability
Methodologies
Features
Functions
Upgrades
Process
Acronyms
Techno-Latin!

31. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
“Stuff” that matters to customers
Scarcity
Proximity
Timing
Prestige / Exclusivity
Hope
Promise / Dreams
Note: What’s absent from this list?.
Uniqueness
Speed
Risk Minimization
Innovation
Service
Safety
Insurance
Time

32. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
I don’t sell makeup. I sell hope.
Famous makeup magnate
What Do You Really Sell?

33. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What Does YOUR MARKET Value?

34. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
It’s right here…

35. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What is Value? How do you ADD IT?
Value Component Analysis Tool

36. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales

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Moderator:
Hector Del Castillo, CPM, CPMM @hmdelcastillo
Q & A
Presenter:
Steve Rankel
President
RJR Venture Group
781-760-2070
@SteveRankel
steve@rjrventuregroup.com
www.rjrventuregroup.com

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