How can you create a scalable and adaptable product value proposition?

Diving deep into customer understanding was pivotal for crafting a scalable and adaptable product value proposition. We gained insights into our customers' challenges, aspirations, and decision-making processes by leveraging surveys, interviews, and analytics. This knowledge enabled us to fine-tune our value proposition, ensuring it resonated with our audience's evolving needs. It’s a continuous journey of listening and adapting, but it’s been crucial for staying relevant and competitive in the market. Sharing this experience, I hope to emphasize the importance of customer insights in developing a value proposition that grows with your customers and your business.

Defina seu público-alvo: - Comece por identificar os principais segmentos de clientes que você deseja atender. - Analise suas necessidades, desejos e pontos de dor específicos. - Segmente seu público com base em critérios como demografia, comportamento e perfil de compra.

The danger here is that we play at understanding customers. What we're really doing is going into a sales conversation with a range of benefits we want to sell into them and just ask questions to prompt them to share needs that match the benefits we offer. I think we should target our questions well enough to make sure we are getting the right information, of course (this is not a social engagement!), but once a client starts talking, just listen. Be a detective and seek to uncover the truth about their needs. If those needs match your benefits, you'll see that a mile off. But the danger when you ask in order to match your reply, you're not really listening at all.

Articule a proposta de valor: - Com base nas necessidades do seu público, defina como seu produto ou servi?o resolve seus problemas de forma única e valiosa. - Vá além das características do produto e destaque os benefícios tangíveis e intangíveis que ele oferece. - Utilize uma linguagem clara e concisa que seja facilmente compreendida pelo seu público-alvo.

This matters obviously. But don't over-complicate things. Most psychological research suggests that there is 1 main reason (sometimes 2) that we buy one product vs another. If only we could find out that one main reason. You can. Through asking the right questions and listening 100% to the answers. "Most people don't listen in order to understand; they listen in order to reply." Stephen Covey

Comunique a proposta de valor do seu produto de forma clara e concisa em todos os canais de comunica??o. Utilize uma linguagem persuasiva e destaque os benefícios que seu produto oferece aos clientes. Crie materiais de marketing e vendas que sejam atraentes e informativos para seu público-alvo.

Escolha seus métodos de teste: - Testes A/B: Compare diferentes vers?es da sua proposta de valor para identificar a mais eficaz. - Páginas de destino: Para cada proposta de valor e monitore as convers?es. - Pesquisas: Colete feedback quantitativo do seu público-alvo sobre sua proposta de valor. - Entrevistas: Compreenda as necessidades e percep??es dos clientes. - Experimentos: Teste diferentes cenários e combina??es de elementos da sua proposta de valor. 2. Métricas de desempenho: - Taxas de convers?o: Me?a a porcentagem de visitantes que realizam a a??o desejada. - Satisfa??o do cliente: Avalie o nível de contentamento dos clientes com seu produto ou servi?o.

It is so important to practise what you want to say to a client. Too often, salespeople 'wing it' and sometimes they still win. They conclude, "It works!" Maybe it only works because your competitor was even less prepared than you. Or perhaps the buyer was always going to buy your product in spite of what you said (rather than because of what you said). In every other area of life, we recognise that practice makes us better but, for some reason, don't apply that to sales. Practice. Review. Go again.