The Five Critical Questions Every Value Proposition Must Answer Jos Jose Pal alomino Founder and CEO — Value Prop Interactive
The 3Doodler
Every Value Prop must make it … … through five critical questions to connect with target buyers 3
Why not TiVo? • Jan. 1999 — Introduced at CES • Mar. 1999 — First TiVo DVR shipped • 2007 — 4.3 million subscribers • 2011 — 1.9 million subscribers • 2014 — 0.9 million subscribers 4
It’s a matter of anticipation. 5
You have to GET IN INTO your b uyer’s head. 6
The Five Doubts: 7
Converting fiv ive doubts … Why should I deal with you? 8
Converting fiv ive doubts … How will your offering affect me financially? Why should I deal with you? 9
Converting fiv ive doubts … How will your offering affect me financially? How will we manage and Why should I deal with you? absorb your offering? 10
Converting fiv ive doubts … How will your offering affect me financially? How will we manage and Why should I deal with you? absorb your offering? How does your offering compare to my alternatives? 11
Converting fiv ive doubts … How will your offering affect me financially? How will we manage and Why should I deal with you? absorb your offering? How does your offering compare to my How can I safely “step into” alternatives? your offering? 12
Why should I deal wit ith you? 13
How will your offering affect us fin inancially? 14
How will your offering affect us fin inancially? 15
How will we manage and absorb your offering? 16
How does your offering compare to alternatives? 17
How can I safely “ step in into ” your offering? 18
C reate a risk reduction reputation … 19
… or make a promise that’s absolute. 20
… or make a promise that’s absolute. 21
It’s a matter of conversation. Conversation: (1): exchange of sentiments, observations, opinions or ideas (2): an instance of such exchange 22
It’s a matter of completeness . 23
It’s a matter of ali lignment. Gartner is the world's leading Connecting decision-makers to a information technology research dynamic network of information, and advisory company. people and ideas, Bloomberg quickly and accurately delivers We deliver the technology- business and financial information, related insight necessary for our news and insight around the clients to make the right world. decisions, every day. 24
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The Critical Path Worksheets 26
Let’s start with the basics …
People buy our product or service because … 1 2 3 28
People buy because … 1 Basecamp gets projects done. 2 No IT Department required. 3 Over 15,000,000 people use Basecamp. 29
Business Alignment Statements We specialize in … We are committed to (buyer type ) … Our focus is on … [Other] 30
Making the Business Case 31
Making the Business Case 32
Making the Business Case 33
Financial Alignment Statements We’ll save you money by … You’ll make money by … We’re a wise investment because … [Other] 34
Making the Financial Case 15 minutes could save you 15% on car insurance. 35
Making the Financial Case 36
Making the Financial Case 37
Technical Alignment Statements We’re the leader in … We’re the only ones who offer … Our product allows you to … [Other] 38
Making the Technical Case 39
Making the Technical Case 40
Making the Technical Case 41
Competitive Alignment Statements We’re less expensive than … We don’t make you do … Compared to the alternatives, we’re … [Other] 42
Making the Competitive Case 43
Making the Competitive Case 44
Risk Alignment Statements You won’t regret buying our _________ because … We’ll save you time and money by … We guarantee that … [Other] 45
Risk has to be addressed by everyone … … even hot cars. 46
What are some concerns? • Is the technology that good? • Is it worth that much money? • How long will this company last? • How reliable will this car be? • Where do I recharge during long trips? 47
What are some concerns? 48
What are some concerns? 49
What are some concerns? 50
Converting fiv ive doubts … How will your offering affect me financially? How will we manage and Why should I deal with you? absorb your offering? How does your offering compare to my How can I safely “step into” alternatives? your offering? 51
… into fiv ive certainties. I understand how your offering benefits us financially. I see that you are fundamentally aligned with my / our best interests. I believe how your offering fits my / our needs. I feel I / we can proceed with your offering with confidence. I know your offering is better for me / us than the alternatives. 52
Identify the critical path to your prospect’s mind ! • Is it the Business Case? • Is it the Financial Case? • Is it the Technical Case? • Is it the Competitive Case? • Is it the Risk Case? 53
Then apply to all ll your communications. 54 www.plumvoice.com
Successful Value Props make it … … through the five critical questions to connect with target buyers. 55
Thank You Jose Palomino Founder and CEO — Value Prop Interactive @jpalomino #jpalomino | jpalomino@valueprop.com 56
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