What is Value Positioning?
These are the things that the prospect is likely proactively looking for or needing.
These are generally revenue, cost, or risk related.
These are top-of-mind customer topics that exist even if Your Company doesn’t.
They could cause a buyer to re-allocate discretionary funds.
They support a value-based conversation (mutually exclusive, collectively exhaustive).
Value positioning structure:
- The Before Scenario, and the Negative Consequences of it.
- The After Scenario, and the Positive Business Outcomes from it.
- The Required Capabilities, and the Metrics to prove success.
- How Your Company Does It, and how we do it Better.
- Proof Points, such as customer references and case studies
- Discovery Questions, in order to determine what is driving the customer’s decision-making.
