Efnisyfirlit

• 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

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