Customer Powered Value: Finding and Creating the Advantages for Unique Market Positions

Two Day Example

Description

Value Propositions are the engines of growth. And the initiatives used to optimize them require a clear understanding of your customers’
businesses, the challenges they face, what they’re looking for from their suppliers and your company’s ability to create and deliver the benefits and activities that separate your business from the rest of the competition.

Today’s value propositions require
“Customer Powered Value.”

Are you asking the right questions about your customers' businesses? Are you looking for opportunities to provide unique solutions to their problems?

Do you fully understand the impact your company’s actions (and non- actions) have on your customers? Are you sure your company is effectively executing all necessary activities to ensure your customers’ success, thereby ensuring yours?

Are you asking the right questions so you can discover the right initiatives to strengthen your value proposition?

Learn how to use C³’s powerful assessment processes to gain the knowledge you need to make sure you pick the right marketing advantage initiatives and build the confidence they will succeed making your value propositions growth engines!

What You Will Learn

• Why the value proposition is a product of your ideas, customer knowledge and execution.
• Why the number of your market advantage choices is bigger than you think.
• How to evaluate your confidence level that a chosen initiative will succeed.
• Why you need a framework of questions to consistently discover unique customer needs.

Audience

• Corporate Executives/Business Unit Managers
• Managing Directors/Owners
• Marketing Managers
• Sales Management who view their Key Accounts and Territories as Individual Businesses

Seminar/Workshop Outline

Highly interactive, hands-on workshop using the participants "real company data" to find the strategic initiatives companies can implement for success. After identifying the choices, decide which moves are the best and develop implementation plans for each.

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Day 1

All Attendees

• Introduction and Exercises
   

- Seminar highlights and what to expect.
- Participants' list of critical decisions.
- Participants’ Business Model, Strategies, and Value
  Propositions exercise.
 

• Presentation - “What Are Your Value Propositions and How Do They Break Down into Benefits and Activities.”

An Overview

• Presentation - Developing value ideas and market advantages by finding the "Competitive Value Index."
• Using the Mapping Challenges to Positive Change, MCPC - Small Business Version - assessment process.

Group breakouts
Assessment

• Use the process to gain knowledge about the company's performance and its customers' needs.
• Nine separate evaluations to find choices in the "Nine Sources of Value."

All Attendees
Review the assessment's results to identify the choices that can turn into the right business moves.

Day 2

All Attendees

• Develop potential competitive advantage initiatives

   - Review Day 1 activities and results.
   - Overview of Day 2.
   - Use the OA Brainstorming tool to define initiatives.

• Group Breakouts - For each of the Nine Sources, develop two competitive advantage initiatives.

All Attendees - Discussion: Choose two initiatives which represent the best of the potential value proposition enhancements.

An Overview

• Using the Aligning Initiatives for Positive Change (AIPC) - TouchStone version - evaluation process.
• Choosing the best competitive advantage initiative.

Group Breakouts - Evaluate the "confidence level" of the "why, what, how, who, where, and when" of each initiative.

All Attendees - Discuss the final results and determine, using AIPC, what information must be learned to build an effective action plan.

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