Developing Compelling Customer Value Propositions

This course is specifically designed to ensure that you turn your offerings into compelling ‘value propositions’ and grow demand for your products and services. The creation of your value proposition will require you to think laterally about what you actually offer the market in order to capitalise on sales and marketing opportunities. This will help you build demand generation, pipeline, revenues and profits.

You will learn how to construct value propositions and become more effective in working with other departments to realise the true potential of the proposition. You will benefit from applying this new and proven method of marketing to your chosen portfolio of products and services.

Your organisation will benefit in three ways. Firstly, by instilling a complete value process allowing you to create compelling propositions, secondly, by empowering your employees to make informed decisions on the direction and shape of the proposition and finally, by providing guidance on how to execute your propositions and direct marketing efforts to specific audiences/markets.

This course 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 dedicated or virtual team responsible for planning, business case development or implementation.

• Introduction and definitions of marketing propositions and reasons behind their growth in many leading industries.
• Introduction to the customer value proposition framework.
• The tools and techniques to construct a customer value proposition.
• Building the customer value proposition framework - identifying essential criteria.
• Understanding two methods of CVP creation: ‘6 Step’ and ‘Seesaw’.
• Building your products and services into ‘market-leading’ value propositions.
• Building performance measures for compelling customer propositions.

The course is designed to be as interactive as possible and includes individual and group work and presentations. A variety of learning media are used including video and slide-based materials.