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• Cover
• Title Page
• Dedication
• Contents
• List of Figures
• List of Tables
• Acknowledgements
• Introduction
• 1What do you really think about customers?
• Introduction
• What do you really think about customers?
• The lessons of childhood
• The experience of now
• Technology and customer power
• USP, FAB, VP, POP/POD: analysing the alphabet soup
• Client-focused, not client-run
• 2What is a value proposition?
• Why do you need to build a value proposition?
• Some definitions
• Exploring the value proposition concept
• Value = Benefits minus Cost
• Introducing the Value Proposition Builder™
• Focus
• From top level to specific
• To sum it up…
• 3The value-focused approach
• The value-focused enterprise
• Value creation, alignment and decision making
• Strategic intent
• B2B service and solutions providers and the consultative selling imperative
• Strategic value pathway: customer intimacy. Sales mode: consultative
• 4Creating your value proposition
• 5Value Proposition Builder: Market
• Analysing your market
• Define the specific group(s) of customers to target
• ‘Narrow and deep’ beats ‘broad and shallow’
• Understand how to enter those markets
• Critical thinking
• 6Value Proposition Builder: The value experience
• Focus on customer experience delivers profit
• The value of research
• Ascertaining what the customer values
• The value interview
• Summary
• 7Value Proposition Builder: Offerings
• Step 1. Categorize your current portfolio
• The whole product or whole service
• Map to the Value Pyramid™
• Profitability
• 8Value Proposition Builder: Benefits
• Expected benefits
• Augmented or additional benefits
• Potential benefits
• Translating benefits into messages
• Value experience is critical
• The value difference
• 9Value Proposition Builder: Alternatives and differentiation
• Assessing alternatives and differentiation by looking at substitutes
• What’s your difference?
• To sum it up…
• 10Value Proposition Builder: Proof
• Total cost of ownership (TCO), return on investment (ROI) and cost–benefit (C–B)
• TCO
• ROI
• C–B
• Summary
• 11Value proposition template and value proposition statement
• Completing the VP template and creating your VP statement
• Intel, and an exercise in getting your head around value propositions
• Timelines
• 12Message development
• Don’t throw your money away
• Augmented benefits
• Creating a message framework and hierarchy
• Summary
• 13Implementation
• Four constituencies, one goal – alignment of value
• What does it all mean for sales and marketing?
• Tools to help sales people create value
• Offering management
• New strategic tools
• 14Starting and sustaining
• Are the conditions right?
• Starting the process
• Building your value proposition
• Create your value proposition template and write your value proposition statement
• Ways to use your value proposition
• Sustaining the lead
• And finally…
• 15The value-focused enterprise
• Check the rulebook. It’s different now
• Decision making, value creation and the CEO paradox
• Decisive value-creating companies kick sand in the face of ditherers
• Capability gaps and unwritten rules sabotage value creation
• We’ve got a great solution! Where’s the client?
• Orchestrating alignment – the way to value
• Don’t discount human nature
• Where have we got to? This looks like a new planet
• Appendix A: Back to the future
• Early 19th century: customer misinformation – the hype of ‘mere marketable qualities’
• Mid- to late 19th century: customer distraction – make trade, not war
• Late 19th to early 20th century: customer enchantment – night becomes day
• Early to mid-20th century: customer manipulation – you are what you own
• Second half of the 20th century: customer domination – producers and retailers rule
• Mid-1990s onwards, and accelerating: customer power – finally, it’s the customer’s turn
• Appendix B: Example value proposition for Intel (partial)
• Index
• Copyright