Three B2B Value-Proposition Rules That Create Preference, Not Just Parity
A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors were not perceived as unique or having enough impact to create preference.
Unwittingly, it appears, companies are creating value parity-positions, not value propositions.
Is it any wonder you are having a hard time getting customers to start sales cycles with you? The survey results would also explain the rising number of "no decisions" at the end of opportunities.
This article offers the following three rules for creating preference vs. parity in your value propositions.
1. Put It in Context
The Marketing Leadership Council of the Corporate Executive Board (CEB), authors of the survey, say the biggest failure point in most company value propositions is "proximity."
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Wow, this is the most concise discussion / description of Value Proposition that I have read yet. Thank you for the great post! Also can't believe it popped up today, when this is exactly what I was looking for.
My current VP goes in the trash today. Thank you!
Great insights and as you suggest the norm is same old plain vanilla instead of real uniqueness
I remain hopeful, that as businesses gain more experience and become better at integrating "social" throughout their organizations and consequently really listen, better then perhaps these rules won't seem so difficult.
This was a great article; straightforward and insightful.
Like you mentioned later in the article I was hooked by the statistic and it has made me completely rethink how I am presenting value to clients. Thanks for sharing the information.
Exactly! Love these three points - Context, Contrast, and Collaboration - and the very complete and concise explanations. I tried to get at similar ideas here http://wp.me/pMgm2-3I - though was probably too brief.
Love this post, Tim. Reminds me of the Curse of Knowledge, where the seller has so much knowledge that he's unable to explain the value to his prospective buyers. But your three rules are spot on.
Put it in context ensures it has meaning to the recipient.
Show it in contrast means to show the impact -- the proverbial "Purple Cow."
Prove it with corroboration is the process of proving the value.
Marketers would be wise to keep your tips in mind as they craft their messaging.
Jeff Ogden, the Fearless Competitor
President, Find New Customers
http://www.findnewcustomers.net
http://www.twitter.com/fearlesscomp
Very powerful point well said. Practical to use and logical ...
just excellent --I will keep the last line with me always - "....the difference between preference and parity.""
I'm glad this popped up on B2B GTTP today, missed this great post earlier this year...I was most struck by the 1st proof point under corroboration. Turn up the heat, "why is this a problem I must solve for my organization NOW" creates a sense of urgency and a focal point for your call to action that the majority of companies neglect. My area of practice is event marketing, and at tradeshows this is the basis for a powerful shift in exhibit marketing. Thanks Tim for an inspiring post!
Nicole Klein
nlklein17@gmail.com
twitter: eventmktggeek
Couldn't agree more. Always where I start with a new client. The fact that many companies don't do this well keeps me in business : )