Here we focus on approach and steps needed to create your Total Value Proposition The difference between companies that are thriving and those struggling to survive is how well they harness and align their value to customers. There is a widening gap between what companies offer and sell and what customers actually value and are willing to pay for. You can start to close this gap by truly understanding what your customers value, looking at your products or services and how you interact with customers – this determines your single ‘customer truth’.

1. From Value Propositions to Sales Propositions
the third of four extracts from a white paper of the same name
Harnessing Your Customer Truth
Part 3

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The total value proposition is the sum of
the offerings and experiences
delivered to your customers, during all
their interactions with your organisation
Recap from Part 1: Definition of a total value proposition

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The total value proposition is the sum of
the offerings and experiences
delivered to your customers, during all
their interactions with your organisation
All products, services and
solutions and their functionality
How your customers experience
your products, services and your
company
Your customers’ experiences through all touch
points with your company such as marketing,
sales, delivery, customer service, after sales
service, invoicing, legal/contracting
Recap from Part 1: Definition of a total value proposition

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Recap from Parts 1 & 2
In Part 1 we covered:
 Why your customers don’t value what
you offer and what constitutes value
In Part 2 we covered:
 The difference between a value
proposition and a sales proposition

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Have you got what it takes?
To develop a value proposition at the
company, market or division level
requires leadership. You need:
 Senior sponsorship
 Clear objectives
 Business case
 Proven approach
“The first responsibility of a leader is to define reality.”
- Max DePree

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This model has six elements that
lead directly to the creation of a
total value proposition. Through
the use of the methods, tools and
techniques involved in this
iterative process, there are clear
outputs at each stage of the
process, ultimately generating
focused actions to align your
organisation to a customer focus.
Proven approach: The Value Proposition Builder™

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What to do:
Analyse your markets in detail
starting at the highest, strategic level
and working down to specific
customers and types of buyers:
– Sectors and segments
– Regions
– Products and services
– Distributors
– Customers
– Buyers
– Influencers
The Value Proposition Builder™ phases: Market

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You are looking for:
Market shape and structure
Market dynamics and changes
happening both now and future
Political nuances of your markets
Cultural and behavioural nuances of
your markets
The perceived risks associated with
buying from you
The Value Proposition Builder™ phases: Market

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What to do:
Business and psychology-based
qualitative research across all
stakeholders including interviews
and observation
The Value Proposition Builder™ phases: Value Experience

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You are looking for:
Rational, emotional and political
understanding of where your value
lies today in the eyes of your
stakeholders
Rational, emotional and political
understanding of where your future
value may lie in the eyes of your
stakeholders
The Value Proposition Builder™ phases: Value Experience

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The Value Proposition Builder™ phases: Offerings
What to do:
Using the Value Pyramid, create multiple
maps of your product and service offerings
against the value they deliver to customers

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The Value Proposition Builder™ phases: Offerings

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You are looking for current and future offerings mapped by:
Different types of buyers
Different pricing structures
Competitive and alternative offerings
A Transactional go-to-market approach and/or a
Relational/Consultative approach
Underserved areas that can lead to innovation at low cost through
re-bundling or re-positioning
The Value Proposition Builder™ phases: Offerings
OFFERINGS

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The Value Proposition Builder™ phases: Offerings
OFFERINGS
Future map of offerings by buyer type
for a division of a technology company

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What to do:
Map and prioritise your benefits based on the
outputs of the Market, Value Experience and
Offerings stages
Decide what are:
– Expected benefits and Augmented benefits
Keep drilling down on each Augmented benefit
and asking the question ‘So what does this mean
for my customer?’
Map Augmented benefits on matrix of Value To
Customer against Degree of Difference
The Value Proposition Builder™ phases: Benefits

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You are looking for:
Real, augmented customer benefits
The Value Proposition Builder™ phases: Benefits
Before drilling down After drilling down

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You are looking for:
Real, augmented and prioritised customer benefits
The Value Proposition Builder™ phases: Benefits

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What to do:
Compare your value against your
competitors’ value
DO NOT compare your products,
services, features or benefits against
your competitors’
Include the customer alternatives of
‘Do nothing’ or ‘We’ll do it ourselves
in house’
The Value Proposition Builder™ phases : Alternatives & Differentiation

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You are looking for:
A competitive positioning map of
your value to customers against
your competitors’ value to your
customers
The Value Proposition Builder™ phases : Alternatives & Differentiation
Note: BG is our Market Research client and A, C, D, E & F are
BG’s key competitors

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The Value Proposition Builder™: High-Level Value Proposition Framework
Example of a high-level framework for a telecoms company
What to do:
•Pull together the
outputs from all of the
previous stages to
create a Value
Proposition
Framework

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What to do:
From the Value Proposition
Framework, create the messaging to
be used externally by marketing and
sales and internally for employee
communication
The Value Proposition Builder™ phases: Messaging & Building Evidence

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You are looking for:
High level, key marketing messaging that
can be used to brief marketing
communication agencies to develop new
positioning material
Key insights to develop sales propositions
Messaging and insights that will cover the
rational, emotional and political elements
of customer value
Development of evidence including case
studies and Return on Investment tools
The Value Proposition Builder™ phases: Messaging & Building Evidence

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Recommendations & Summary
 Leadership is vital for success
 Plan for this process and be methodical
 Invest in qualitative research that covers business drivers and psychological drivers of all the
stakeholders concerned
 Create or develop your total value proposition BEFORE developing your sales propositions
In Slideshare Part 1 we covered:
 Why your customers don’t value what you offer and what constitutes value
In Slideshare Part 2 we covered:
 The difference between a value proposition and a sales proposition
In this Slideshare Part 3 we covered:
 The approach and steps needed to create your Total Value Proposition

24. Contact us
Please say hello@futurecurve
And visit our website: www.futurecurve.com
e. cindybarnes@futurecurve.com
t. +44 (0)1628 487 708
This is Part Three of an extract from the Futurecurve
White Paper, ‘Harnessing Your Customer Truth: From
Value Propositions to Sales Propositions’
Click this link to download the whole white paper