Do you have an engaging message - one that gets attention and helps you win new business? Buying is the new selling. In fact, what used to be acceptable (having a sales rep walk into your lobby or call your office) has today become offensive. Now that buyers are more skeptical than ever - how do you create a message and value proposition that cuts through the clutter, stands out as unique and ushers us into the conversation with a decision maker? You need a Distinctive Value Proposition! A "Distinctive" Value Proposition is the foundation for all your marketing & sales success - ensuring that once you have a prospect's attention - that what you TELL THEM about your offering is so compelling that choosing to buy from you is a no-brainer. Distinctive is what makes you, YOU. 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
Finding the Elusive
Killer Value Proposition
Steve Rankel, President

7. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Successful Selling Is About…
What you TELL THEM
Getting people’s
ATTENTION

8. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Do Your Salespeople Sound Like This…
“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.”

9. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
How Would You Respond to that?

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

11. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Guess who this is?
“We provide superior gastroenterological
experiences, through superior dough- sauce- and
cheese-combination technology for maximizing
gastronomic pleasure during mission-critical play
initiatives, with a service-level agreement.”

12. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
1. Have you done quantifiable research to identify and validate
the value proposition that DOES matter to your customers,
resonates with them, and answers their critical questions when
they consider buying?
2. When you listen to the language you use to communicate
your product – how well does it match what resonates best
with customers?
Two Questions:

13. — © 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 gets you to the next step…
2. Delivers some benefit
3. Improves their situation
1. Solves a customer’s problem

14. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
And… ALL THE SUPPORTING STUFF!
Case Studies
Expert Guides
White Papers
Website Copy
Sales Scripts
Sales Training
Marketing Content

15. — © 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?

16. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
The Numbers…
10
30,000
1
Ex: Huthwaite

17. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What is Value?

18. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Is This Value?

19. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Or This?

20. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
It Depends.
Recliner, Cairo

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

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

23. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Case Study: IT & Web Consulting
High end websites & intranets
Design, functionality, on-time delivery
Very strong reputation with customers
Value Prop:
• Before customer interviews:
– Value: better websites
– Wrong!
• After customer interviews:
– Peaceful
– Single point of contact
– Trust them
– Accessible
– No emergencies, blackouts, blowups

24. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Case Study: Healthcare / Medical Billing
Highly competitive space
Price used as a competitive advantage
Value Prop:
• Before customer interviews:
– ROI
– Increased profits!
• After customer interviews:
– Trusted advisors
– Do what they say
– Peace of Mind
– Transition

25. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Building Your KVP
=SALES
PROCESS
Killer Value
Proposition

26. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
What Will You Do?

27. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Value Prop Secrets – July 9th
Building with the pros
Invitation-only Webinar… AIPMM Members ONLY
KVP Insider Secrets
• KVP No-no’s
• Examples of good and bad value propositions
• Pitfalls
• Demonstration of KVP Tools
• Hands-on Q&A
Register now: http://bit.ly/1iN4giM

28. — © RJR Venture Group LLC. All rights reserved.—Marketing for Sales
Value Prop Toolkit/Online Learning Tool
For AIPMM Members – $69
Includes:
• KVP Toolkit
• KVP Case Studies
• KVP XLS spreadsheets / KVP builder tools
• Value Proposition Jumpstart session
• KVP Videos

29. http://aipmm.io/kvpkit

30. © 2014 AIPMM www.aipmm.com
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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Insider Secrets to Building a Distinctive / Killer Value Proposition July 9th
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