Developing Compelling Value Propositions - a Masterclass

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Course Overview

In every organisation today it is the way in which you 'market' your offerings which will form the difference between growing, merely surviving or collapsing. Understanding your customers buying behaviour and offering real 'value' is paramount if you are to remain in business for the long term. This Masterclass is specifically designed to ensure that you turn your offerings into compelling 'value propositions' and grow the demand for your products and services. The creation of your value proposition is premised upon certain key factors which require you to think laterally about what you actually offer the market in order to capitalise on your sales and marketing opportunities.

Audience

This Masterclass is designed for practitioners or managers whose role (or a part of it) will involve the research, development and delivery of customer value propositions - defining and developing offerings to a market/segment/audience/customer. It is likely that you will work as part of a team responsible for planning, business case development or implementation.

Skills Gained

Your organisation will benefit in three ways: firstly by instilling a capability and complete value process which will allow your organisation to create compelling propositions. Secondly empowering your employees to make informed decisions as to the direction and shape of the proposition using tried and tested methods which show compelling value to your chosen audiences/markets. Thirdly in addition to creating the propositions, guidance is also given in terms of the best way to execute your propositions and direct your marketing efforts to specific audiences/markets.

For the individual, the benefits include understanding the vital marketing practices of being able to construct propositions and weave this in with current marketing knowledge. Secondly, understand how you can be effective in working with other organisational departments in realising the true potential of the proposition and team working. Thirdly, benefit from this new tried and tested method of marketing to your chosen portfolio of products and services.

Course Outline

• Define and evaluate customer propositions in the marketplace
• Understand and apply key principles in developing customer propositions
• Work more effectively with other functions in the organisation to deliver successful customer propositions, specifically an ability to align multiple customer contact points behind a proposition to ensure consistent delivery
• Evaluate and measure the effectiveness of propositions, both internally (team roles, process, internal barriers etc.) and externally (success in the marketplace)
• Develop an understanding of, and the skills relating to, the formulation of compelling business cases - ensuring that propositions can be sold internally, before externally

Developing Compelling Value Propositions - a Masterclass / 0190