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Why Does Your Customer Buy from You? The Value Proposition Design
- 1. Why Does Your Customer Buy from You?
The Value Proposition Design
Ed Mayuga – January 25, 2017
- 2. You are marketing and business
development professionals from
architectural, engineering, planning firms
- 3. When was the last time you took a
systematic look at how you customers
experience your product or service?
- 8. A tool that will help you design, test,
build, and manage great customer
value propositions
- 12. The map shows the FIT between what
you offer, and what the customers
want
- 15. If you don’t have a fit, you need to change
your approach
- 18. Pains – Anything that annoys your
customers before, during, or after
getting a job done
- 19. Gains – outcomes your customers require,
expect, desire, or would be surprised by
- 21. How do you DESIGN the Features and
Benefits of your Products or Services?
- 23. It is the bundle of
products and services
that help your
customer get a job
done
- 28. Can you accurately say which Pains
the Value Proposition is addressing
by eliminating or reducing them?
- 30. What are the positive benefits your
products and services create for your
customers?
- 31. Are you clearly communicating the Gains
that your Value Proposition is addressing?
- 37. There does not have to be an absolute
1-to-1 correlation, but they need to
closely match
- 40. Are there Pain Relievers that you can use as
Features for your sales pitch?
- 44. You need to periodically test your
assumptions using the Value
Proposition Design map
- 46. Your Value Proposition should be
communicated on your website, social
media, marketing and sales materials