Value Proposition 相关教材【Creating And Delivering Your Value Proposition 】

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Key words: Marketing, Entrepreneurship, Business Model, Innovation


Comment of press:
"Value Propositions are the most useful selling tools marketing has ever created, although - up until now - theres 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 and Visiting Professor at Portsmouth and Cranfield BusinessSchools "--Professor Malcolm McDonald, Emeritus Professor, CranfieldUniversitySchool of Management" "Practical and pragmatic, this book will really help you create and build value for your clients." Sean Finnan, Managing Director, EDS UK and Ireland.

About the author:
Cindy Barnes is the founder and CEO of Futurecurve*. 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.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 currently on the Board 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. Visit David at www.pinderandco.com.*Futurecurve is a leading management consultancy that helps organizations discover, create and build market-facing value. Visit Cindy and Helen at www.futurecurve.com.


Introduction:                                                                                                                                                   The term ‘value proposition’ is used ubiquitously in business today andits original meaning has been dissipated into vague sales and marketingnotions that are a million miles away from its intended meaning anduse. It is often used to mean benefits, offering, unique selling point(USP) or differentiation, and is also generally regarded as the preserveof sales and marketing and not linked to an organization’s
   We felt it was time to address these misconceptions and clarify what avalue proposition is and what it isn’t. Why you need value propositions tobe profitable in business, or successful as a not-for-profit organization.And, crucially, how you build value propositions and how to use them.Although we talk about customers in the book, we don’t refer solelyto external customers, as everyone in the organization will have acustomer. Similarly, value propositions are not just about selling. Theycan be used, for example, by a purchasing function to help select asupplier. Value propositions are great alignment tools and that is oneof the key tenets of this book – alignment.
   Another key theme is customer experience. Customer experience,in its broadest view, is hailed by many to be the next competitivebattleground. What seems missing to date is how to use customerexperience in a repeatable way and harness it for profit. By focusingon superior customer experience, organizations can create savings.Rather than focusing on what customers do and don’t value, you focusinstead on those things that customers value and that make you aprofit.
                                
                        
               

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关键词：proposition DELIVERING position Creating deliver 英语 marketing practical although selling