Discovering Your Unique Value
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The document provides guidance on developing a value proposition by first discovering your uniqueness through questions about differences from competitors and benefits to customers, then communicating that uniqueness through a value "story" crafted for specific audiences by combining key messaging ingredients, and finally putting it all together into a cohesive narrative.
Discovering Your Unique Value
- 1. transforming results Discovering Your Unique TBC Coaching Value “Today you are You, that is truer than true. There is no one alive who is Youer than You” Dr. Seuss
- 2. Agenda What a Value Proposition Is and Isn’t Discovering your Uniqueness Communicating Your Uniqueness Putting Together a Cohesive Story 2 Transformational Business Coaching
- 3. What a Value Proposition Is and Is Not What it is not – An elevator pitch – A high level statement that appeals to a broad audience – Something that makes you sound like everyone else What it is – A brief statement that conveys your specific value to a specific audience – A statement that differentiates you from everyone else in your business – A component of the overall messaging architecture of your business 3 Transformational Business Coaching
- 4. Part 1 – Discovering your Uniqueness The best Value Propositions are discovered – not created - Ask yourself the following questions: – How are you different than all of your competitors & how are you the same – What makes that difference valuable to a specific market segment – Can you define each of the products and services in a simple way – Are your differences consistent, repeatable, deliverable within the norms of your industry – Can your target market afford your differences or do you need a new business model to support them – What are the benefits your customers derive that make you worth the price – What environments do you communicate into Examples “I eliminate chronic pain for patients where traditional treatments have failed by manipulating connective tissues known as fascia to free impeded muscle and joint movement.“ "ABC Corp is the premier B2B portal for small businesses looking to grow." 4 Transformational Business Coaching
- 5. Part 1 – Discovering your Uniqueness (con’t) The best Value Propositions are discovered – not created - Research the following: – Companies in your industry and others that are successful – Ask your clients what they want – Study your past client interactions for trends – Who is your audience – How can you make your target client’s life easier - What are your Key Value Communications Ingredients? - Customers references - Industry Awards - Demos - White Papers - Blogs - Competitive Information - Methodologies - Guarantees 5 Transformational Business Coaching
- 6. Pt 2 Communicating Your Uniqueness - Creating a Value “Story” A good Story Like a Good Recipe starts with quality ingredients Also like a recipe, you can mix up the ingredients to produce a different outcome (different value proposition) Quality Reputation Price for service Guarantee Customer Ref = Value Story 6 Transformational Business Coaching
- 7. Pt 2 Communicating Your Uniqueness - Creating a Value “Story” Ingredients Audience Attributes Create Story Test Story Monetary Focus Based on the attributes of Check for credibility Service Price sensitive the audience you are Check for strength Affluent communicating to – against competition Value Conscious assemble your ingredients Guarantee to create a story that Check for relevance Demographic Focus speaks specifically to with target audience Age Group them! Location Modify as necessary Price Gender Reuse in print, verbal, Business or Consumer web and other Buying drivers messaging media Quality Compliance Specific need Prestige Specific Want Awards 7 Transformational Business Coaching
- 8. Pt 2 Communicating Your Uniqueness - Creating a Value “Story” Ingredients Audience Attributes Create Story Test Story Monetary Focus I eliminate chronic pain Test on current Unique Will pay whatever it takes for patients patients Service on top of insurance to not where traditional Check against have pain treatments have failed Proven competitions messages by manipulating the Results Demographic Focus connective tissues known Test market it to target Middle age men and women as fascia to free audience (pain clinic Buying drivers impeded muscle and joint patients) Affordable Need to eliminate debilitating movement. pain Modify as necessary Impaired quality of life due to Reuse in print, verbal, Success where others chronic pain web and other have failed messaging media Prestigious Affiliation Real example from a Chiropractor. This represents one specific message in his overall pain elimination messaging. 8 Transformational Business Coaching
- 9. Part 2 – Communicating your Uniqueness The best Value Propositions are discovered – not created • Why should my ideal prospect buy from me instead of my competitor? • Refine the value prop until you can say it in a single, credible sentence. • If you only had 10 words to describe your value – what would they be? • Write several versions of your value prop and test them. (with friends, family, good clients, focus groups, etc.) • Write a value proposition for each of your offerings specific to the audience that you want to buy it. 9 Transformational Business Coaching
- 10. Part 3 – Putting Together a Cohesive Story Thrive - Don’t just survive 1. Focus on Value 1. Exploit Opportunities 3. Act with Speed 1. Do more with less 1. Capture Share 1. Manage change • Cut costs • Disrupt weaker • Overcome the “change strategically competitors gap” • Conserve working • Focus on growth 2. Empower leaders capital markets • Establish strong, • Protect cash • Acquire bargain priced aligned leadership reserves assets • Communicate strategy 2. Focus on the core 2. Build Future Capabilities clearly & often • Create value for • Protect and acquire clients critical talent 3. Manage Risk • Reduce non-core • Establish corporate • Reduce risk and costs infrastructure for increase transparency • Shift from fixed to growth • Reduce complexity variable costs. • Invest in innovation 10 Transformational Business Coaching
- 11. Have Questions ? Email : Jalvilhiera@transformationalbizcoach.com or call 678-369-4127 11 Transformational Business Coaching