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INTRO

Messaging Framework

Use Template
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.
AUTHOR
Example Value Positioning

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Customer Personas

TL
Personas we sell to, ranked
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Customer Challenges

TL
Identified pain
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Value Pillar

TL
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notes 
TL

Before

  • add here

Negative Consequences

  • add here

After

  • add here

Positive Business Outcomes

  • add here

Required Capabilities

  • add here

Metrics

  • add here

How We Do It

  • add here

Better

  • add here

Proof Points

  • add here

Customer References/Case Studies

  • add here

Industry Awards

  • add here

Analyst Reports/Studies

  • add here

Reports/Studies

  • add here

Discovery Questions

  • add here

After/Positive Business Outcomes

  • add here

Required Capabilities/Metrics

  • add here
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Value Pillar

TL
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notes 
TL

Before

  • add here

Negative Consequences

  • add here

After

  • add here

Positive Business Outcomes

  • add here

Required Capabilities

  • add here

Metrics

  • add here

How We Do It

  • add here

Better

  • add here

Proof Points

  • add here

Customer References/Case Studies

  • add here

Industry Awards

  • add here

Analyst Reports/Studies

  • add here

Reports/Studies

  • add here

Discovery Questions

  • add here

After/Positive Business Outcomes

  • add here

Required Capabilities/Metrics

  • add here
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Value Pillar

TL
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notes 
TL

Before

  • add here

Negative Consequences

  • add here

After

  • add here

Positive Business Outcomes

  • add here

Required Capabilities

  • add here

Metrics

  • add here

How We Do It

  • add here

Better

  • add here

Proof Points

  • add here

Customer References/Case Studies

  • add here

Industry Awards

  • add here

Analyst Reports/Studies

  • add here

Reports/Studies

  • add here

Discovery Questions

  • add here

After/Positive Business Outcomes

  • add here

Required Capabilities/Metrics

  • add here
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Differentiators

TL
Defensible Differentiators
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New

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