Many of us struggle with the value that we offer – in working with clients it seems that people often confuse features with benefits, and get stumped on what the true value it is that they bring to the market. Why? My theory is that people just get stuck in a rut of delivering and putting out customer fires so they don’t step back very often to really ask, “what is it we are truly doing here?”.
They don’t have the luxury of being on the outside of their organization – which is one great reason to hire a good, reputable consultant on occasion to help with “the view from the outside”. For example, many companies know what THEY think they offer – because they talk about it in company meetings and often in their sales materials. But who asks the customers – current and past, what it is that THEY think your products and services do? Why do THEY think they purchase from you, when there are others they can work with?
Geoffrey Moore is a well known business author – in his blockbuster book on high tech marketing, Crossing the Chasm, he offers a great, simple way to evaluate value:
Positioning Statement Template
For [target customers]
Who have [compelling reason to buy]
Our product is a [new product category]
That provides [key benefit (which solves problem)]
Unlike [competitor in new product category]
We have [key differentiated] whole product most relevant for your industry
If you wrote a positioning statement, how would it look compared to what you currently say or offer?
Post your thoughts, as always – it helps others to gain different points of view.