29. Credibility Statements
Credibility Statements are statements that position corporate strength.
They provide key information about the organisation, its size and breadth,
the range of customers, the value of revenues, the excellence of its
people and systems.
The aim of these statements is to build trust in the company for investing
in their products. These statements should answer the question, “Will
they be around in five years from now if I buy from them today?”
Examples:
• more than 20,000 clients in over 50 countries
• 47 of the world’s 50 largest financial services institutions.
• $15 trillion in investment assets worldwide are accounted for and
managed daily our systems
30. Capability Statements
Capability Statements are statements that position the product and
differentiate the product from the competition. They tend to be product-
centric, and focus upon highlighting the features, functionality, pricing
and technical benefits of the product being offered.
The aim of these statements is to attack the competitive offerings direct
and ensure that the product is clearly positioned as differentiated in the
customer’s mind. These statements should answer the question, “Why
should I buy this product rather than another one?”
Examples:
• First database to pass 15 industry standard security evaluations and
first Real Application Clustering
• First native XML support in a relational database
• First fully integrated relational and multidimensional database
31. Value Statements
Value Statements focus upon the business benefits of the products
offered. These are often customer testimonial based and are the most
important statements for closing business. Typically, such statements
focus upon how clients gained cost savings, revenue increases, customer
relationship and retention improvements, employee productivity hikes,
and related benefits.
The aim of these statements is to demonstrate that not only is the
product technically superior (capability statements) but also practically
superior. These statements should answer the question, “What will this
do for my business?”
Examples:
• 50% increase in responses to followed up leads, Advance Bank
• Response rates of 38% to 50%, Banco Populare di Navara
• 14 million contacts per year, with response rates up from 10% to in
excess of 25%, Royal Bank of Scotland
33. Layers of communication
Headline
• The Rationale: the Value Proposition and the
Capability, Credibility and Value Statements
Heartline
• The Story: the Value Proposition and the
Capability, Credibility and Value Statements