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Creating and Delivering Your Value Proposition provides guidance for business leaders - demonstrating why having a strong value proposition is so important for a company. This practical title shows readers how to build, deliver and harness value propositions to create profitable growth for a business, by utilizing the experience of clients and customers.
Featuring global case studies and examples, Creating and Delivering your Value Proposition is an essential guide to understanding and developing a value-focused strategy for all senior practitioners.
- Sales Rank: #1028982 in Books
- Published on: 2009-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .60" w x 6.00" l, .75 pounds
- Binding: Paperback
- 256 pages
Review
"With depth of content and relevant case studies this practical book dovetails strongly into The Challenger Sale approach...create your total value proposition first as this provides the baseline from which sales can tailor their Challenger insights for maximum resonance".-- Greg Wilson, European Strategic Development Manager, Canon
"Don't invest in any marketing, go-to-market or customer experience programmes without first taking on board the approaches in this book."-- Les Mara, BPO Head of Europe, HP
"Value propositions are the most useful selling tools marketing has ever created although until now there's been very little advice to help salespeople use them. Here the authors have given us a comprehensive and practical guide that fills a real need."--Professor Neil Rackham, Author of Spin Selling
“Ninety percent of directors don't know what the components of a strategy are (HBR 2008). Even fewer know what a value proposition is, yet it's this which makes the difference between success and failure. At last there is now a practical and very readable book spelling out how to build a value proposition. I commend this book to you.” - Malcolm McDonald, Emeritus Professor, Cranfield University School of Management.
"[A] careful look at value propositions... As a reference guide for salespeople and managers, the book provides valuable information." -- Book News
“Value propositions are the most useful selling tools marketing has ever created, although - up until now - there's been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need.” --Neil Rackham, Author of Spin Selling
About the Author
Cindy Barnes is a product and service innovator and strategic business developer, she gained her practical experience at leading organizations such as Panavision and Capgemini, where she created the value proposition function and led business development. Cindy is the founder and Chief Innovation Officer of Futurecurve.
Helen Blake is a leading marketer and business developer and has held senior positions in a number of the world's largest consulting firms, including Accenture and KPMG. Helen is the CEO of Futurecurve.
David Pinder is a leading communications specialist. He has worked in sales and marketing roles with Procter & Gamble, Hertz Corporation and Forte Hotels, and now provides value-creating business writing support for some of the world's leading companies, including Accenture.
Futurecurve is a leading advisory company that helps organizations discover, create and build market-facing value. Visit Cindy and Helen at futurecurve.com.
Most helpful customer reviews
0 of 0 people found the following review helpful.
A book about Value Proposition that will add value through many reads
By Sam Klaidman
In the introduction to this book, and in Chapter 1, the authors set the stage for the rest of the story by talking about what a value proposition (VP) is and is not. Unfortunately for me, I had been so brainwashed that I still thought that a VP was what I now know as a positioning statement. A VP is different: a detailed plan “describing the value experience that you deliver” from the customer’s perspective.
Once I got the crap out from between my ears I was able to sink my teeth into the book and go crazy with my highlighter. I expect you will have the same reaction when you start reading.
The VP is a document which describes in detail how your customers will experience the use of your products and services, how your employees will be motivated to deliver these experiences, how the organization must be aligned to do all this quickly and economically, and how the complete message will be communicated to all stakeholders; customers, prospects, employees, owners and suppliers. Getting all this right is a serious piece of work. Fortunately, our authors recognized this when they wrote this book.
The book’s organization walks us through the whole VP creation process. They start with analysing the market and end with a fully developed plan which includes the frequently missing implementation section.
To make the VP creation process easier for us, the authors include a broad selection of figures, comparison tables and my favorite – lists of sample questions so we can begin all the necessary conversations with a group of targeted questions which will lead to follow-up questions which will eventually lead to us getting the actionable insight we need to move ahead.
BTW: one of the last steps, discussed in Chapter 12, is the creation of the positioning statement. It took over half the book to get there!
I can’t imagine anyone reading this book and not coming away with a lot of incredible insights. And the subject is so broad and deep that I am sure that when I reread this book next year I will feel as though my time was well spent and I learned a number of new things.
0 of 0 people found the following review helpful.
Excellent book.
By David W. Gray
Excellent, detailed, descriptive, actionable. Cindy Barnes is an expert, and it shows. Very useful book.
0 of 0 people found the following review helpful.
Five Stars
By George Larsen
Most simplest and most concise book on the Customer Value Proposition.
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