why does your customer buy from you? the value proposition design
TRANSCRIPT
![Page 1: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/1.jpg)
Why Does Your Customer Buy from You? The Value Proposition Design
Ed Mayuga – January 25, 2017
![Page 2: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/2.jpg)
You are marketing and business development professionals from
architectural, engineering, planning firms
![Page 3: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/3.jpg)
When was the last time you took a systematic look at how you customers experience your product or service?
![Page 4: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/4.jpg)
Visually illustrates data you want to analyze
![Page 5: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/5.jpg)
A basic understanding of the Value
Proposition Design
![Page 6: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/6.jpg)
Think about why your customers buy from you
![Page 7: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/7.jpg)
What is Value Proposition Design?
![Page 8: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/8.jpg)
A tool that will help you design, test, build, and manage great customer
value propositions
![Page 9: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/9.jpg)
![Page 10: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/10.jpg)
The Customer Segment who you intend to create value for
![Page 11: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/11.jpg)
![Page 12: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/12.jpg)
The map shows the FIT between what you offer, and what the customers
want
![Page 13: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/13.jpg)
The Customer Segment Profile explains their characteristics and desired outcomes and benefits
![Page 14: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/14.jpg)
Some outcomes and benefits may be more relevant to customers
![Page 15: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/15.jpg)
If you don’t have a fit, you need to change your approach
![Page 16: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/16.jpg)
The Circle contains Customer Characteristics of What You Can OBSERVE in the Market
![Page 17: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/17.jpg)
Customer Jobs – Tasks to complete, problems to solve, needs to satisfy
![Page 18: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/18.jpg)
Pains – Anything that annoys your customers before, during, or after
getting a job done
![Page 19: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/19.jpg)
Gains – outcomes your customers require, expect, desire, or would be surprised by
![Page 20: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/20.jpg)
The Square – The Features of What you Market and Sell
![Page 21: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/21.jpg)
How do you DESIGN the Features and Benefits of your Products or Services?
![Page 22: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/22.jpg)
What you communicate to your customers is summarized in your Value Proposition
![Page 23: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/23.jpg)
It is the bundle of products and services
that help your customer get a job
done
![Page 24: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/24.jpg)
Allows to you address your customer’s Pains and Gains
![Page 25: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/25.jpg)
Let’s take a deeper look at Pain Relievers
![Page 26: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/26.jpg)
Ask yourself: How do your products or services alleviate customer pains?
![Page 27: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/27.jpg)
Expand your thinking to
before, while, and after a customer is
attempting to get a job done
![Page 28: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/28.jpg)
Can you accurately say which Pains the Value Proposition is addressing by eliminating or reducing them?
![Page 29: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/29.jpg)
Now let’s look at the Gain Creators
![Page 30: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/30.jpg)
What are the positive benefits your products and services create for your
customers?
![Page 31: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/31.jpg)
Are you clearly communicating the Gains that your Value Proposition is addressing?
![Page 32: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/32.jpg)
Customers will buy more the better you are at communicating positive
outcomes
![Page 33: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/33.jpg)
Gain Creators
![Page 34: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/34.jpg)
The Problem-Solution Fit
![Page 35: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/35.jpg)
When Features perfectly match the characteristics of your customer segment
profiles
![Page 36: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/36.jpg)
Product-Market Fit - When the market validates and you have traction with your customers
![Page 37: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/37.jpg)
There does not have to be an absolute 1-to-1 correlation, but they need to
closely match
![Page 38: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/38.jpg)
Pain Relievers are Features
Gain Creators are Benefits
![Page 39: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/39.jpg)
Traditional Feature/Benefit selling is “Because of… You can…”
![Page 40: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/40.jpg)
Are there Pain Relievers that you can use as Features for your sales pitch?
![Page 41: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/41.jpg)
Are there Gain Creators you can use as Benefits?
![Page 42: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/42.jpg)
Successful businesses have more than just a great Value Proposition
![Page 43: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/43.jpg)
Successful businesses also have a great Business Model that makes a Value
Proposition possible!
![Page 44: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/44.jpg)
You need to periodically test your assumptions using the Value
Proposition Design map
![Page 45: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/45.jpg)
Remember: There are no facts inside the four walls of your office!
![Page 46: Why Does Your Customer Buy from You? The Value Proposition Design](https://reader035.vdocument.in/reader035/viewer/2022070518/58e5835e1a28abbf5d8b5c91/html5/thumbnails/46.jpg)
Your Value Proposition should be communicated on your website, social media, marketing and sales materials