The second step is to communicate how you deliver the value you create to your customers. We are going to start by looking at your customer's needs and value ads. Do you see anything the customer wants that pertains to how you deliver the value you create? Let's go back to our insurance business example.
After looking through the insurance customer's needs and value ads and we saw three things that pertain to how the business delivers its service. We are going to list them in the order they appear on the value map so we can remember what's most important.
Insurance customer needs and value adds:
Next, we are going to look at the business solutions and value ads and see which items pertain to how we deliver the value we create. Let's go back to our insurance business example. We can see that there are four solutions in value ads that the business offers that pertain to how they deliver the value they create.
Insurance business Solutions and value adds:
Now write statements that merge the customer needs and value ads with the business solutions and value ads in the box with the title "deliver value." Here are some examples from the insurance example.
How the insurance company delivers the value it creates:
The list above is what matters to the customer, so we need to make sure your value delivery process is built around them. During the research and buying process, you want to make sure that the customer understands how you deliver the value that you've promised. Communicate the things on the list first.
Lots of businesses waste money time and energy explaining their value delivery process to prospective customers in the wrong way. For example, your company may be proud of it's 24/7 customer support line, but if what the customer wants is a dedicated agent and a simple app to file claims through then you shouldn't try to sell them on the 24/7 support line. Often times businesses are selling customers on the value ads and solutions the company is proud of and not on what the customer wants.
Does your marketing and sales material currently communicate the points listed above when talking about how your business delivers its products/services? Does your value delivery process actually accomplish everything you have listed?
The second step is to communicate how you deliver the value you create to your customers. We are going to start by looking at your customer's needs and value ads. Do you see anything the customer wants that pertains to how you deliver the value you create? Let's go back to our insurance business example.
After looking through the insurance customer's needs and value ads and we saw three things that pertain to how the business delivers its service. We are going to list them in the order they appear on the value map so we can remember what's most important.
Insurance customer needs and value adds:
Next, we are going to look at the business solutions and value ads and see which items pertain to how we deliver the value we create. Let's go back to our insurance business example. We can see that there are four solutions in value ads that the business offers that pertain to how they deliver the value they create.
Insurance business Solutions and value adds:
Now write statements that merge the customer needs and value ads with the business solutions and value ads in the box with the title "deliver value." Here are some examples from the insurance example.
How the insurance company delivers the value it creates:
The list above is what matters to the customer, so we need to make sure your value delivery process is built around them. During the research and buying process, you want to make sure that the customer understands how you deliver the value that you've promised. Communicate the things on the list first.
Lots of businesses waste money time and energy explaining their value delivery process to prospective customers in the wrong way. For example, your company may be proud of it's 24/7 customer support line, but if what the customer wants is a dedicated agent and a simple app to file claims through then you shouldn't try to sell them on the 24/7 support line. Often times businesses are selling customers on the value ads and solutions the company is proud of and not on what the customer wants.
Does your marketing and sales material currently communicate the points listed above when talking about how your business delivers its products/services? Does your value delivery process actually accomplish everything you have listed?