Value Types

There are three ways of approaching the rapid development of a tactical strategy. Each shares some common elements, and one of them is defining the Types of Value you deliver to your customers. By splitting the value you provide into generic categories, you can assess the impact develop language in your marketing and tender documents, and do a comparative assessment. These categories can be whatever you like, but these work well for most B2B, and are broadly applicable. Note that not all may apply in all cases.

What impact does your offering have on the customer’s business? What can he do better?

  • He may be able to reduce his own costs
  • He may be able to mitigate his risks
  • He may be able to increase the prices he can charge for his products
  • He may be able to improve the efficiency of his own business
  • It may help him protect (or, perhaps regain) his reputation
  • It may enable him to meet legal or industry compliance requirements.

Splitting it up this way may sound simple (and, in fact, often it is!) but it helps you define what you do, and what impact your offering has on the customer’s own business. This in turn provides a method of working out what the Value Ceiling is, either in absolute terms or relative to his business. A reasonable proportion of this is the maximum you could realistically charge for your service or product; fail to understand this and you are stuck in a “cost-plus” mindset.

Pareto Approach

The famous 80/20 rule applied to business – where 80% of the value is achieved by 20% of the effort – drives everything we do. We know that only the largest companies can afford to experiment to find that elusive vital 20%. So, we’ve taken our experience and done it for you. The concepts here are the bits that make the difference – a career in B2B sales and marketing confirms this. If it still looks a bit too much, then we can help you to take what really matters for your business. 

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