Why customers don't get it

It's so frustrating when customers don't get it

You can do a load of good but they can't see how

If only they could appreciate this we'd do so much together

What's wrong with them?

Nothing

Normal human reaction

We react to stuff that's interesting to us

Interesting because it's about us

Many Value Propositions don't work because they are more proposition than value

About the seller not the buyer

This can be fixed

Our coloured headgear will help

🟠 Orange Hat Thinking 🟠

Lets isolate what to focus on to make a Value Proposition work

🔶 The VALUE bit is based on these elements (to be looked at from the CUSTOMERS side)

🔸External drivers - What makes a customer change something

🔸Objectives - What initiatives and goals customer plans

🔸Problems - What operational issues this causes

🔸KPIs - What decision criteria to measure impact

🔶 The PROPOSITION bit is based on

🔸Solution - How collaborate with customer to solve their problems

🔸Strengths - Which differentiate you and solution idea

🔸Proof - Reference to similar scenario

🔸Unique value - measurable impact and business value create together

Consider all of these and blend into the message

For a super quick fix go with that flow

Don't be tempted to argue "But they need to know about us first'... they don't!"

Make the proposition about value

You will be considered golden