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Targeted value add solutioning by t.mosbaugh
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Terry Mosbaugh
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Transcript of Targeted value add solutioning by t.mosbaugh
Terry Mosbaugh
Terry Mosbaugh
WHAT IS IT?
A Customer Centric 3-Step Process to
Drive Successful Product Marketing
Product Lines
Businesses
Start-ups
The established 4 Ps View (Product, Price,
Place, Promotion) of Marketing/Selling comes
at the end of the product supply process
SIVA is an alternative approach to customer-
focused marketing which starts at the
beginning of the product launch process
SIVA stands for Solution, Information, Value,
Access
SIVA vs. 4Ps:
Solution replaces Product
Information replaces Promotion
Value replaces Price
Access replaces Place
SIVA is the basis for
Targeted Value-Add Solutioning
Targeted Value Add Solutioning (Step 1)
1. Promote “Value” not Features / Benefits
Customers do not buy product features nor benefits
Benefits are strictly a delivery mechanism for features
Focus sales enablement tools and content marketing around the value your features / benefits bring to addressing identified customers’ needs, challenges, and pains
Targeted Value Add Solutioning (Step 1)
1. Promote “Value” not Features / Benefits (cont.)
Value is measured in terms of perception more than intrinsic value
The customer’s willingness to pay for a product can be based on tangible and intangible benefits
Actual TOC (total cost of ownership) Cost to change or implement a new product/service Cost for not selecting a competitor’s product/service Cost are defined in terms applicable to the customer
Monetary, Time, Effort, Reputation, Peer Pressure, etc.
Targeted Value Add Solutioning (Step 2)
2. Develop “Solutions” not Products
Solutions can be a combination of products, services, price, messaging, and operational best practices
Solutions drive differentiating value resulting in greater revenue and higher margins
Solutions have less competitive pressures since competition will have difficulty matching exactly what you offer
Targeted Value Add Solutioning (Step 2)
2. Develop “Solutions” not Products (cont.)
Four Samples of Solutions are:
Stand Alone: a product and/or service combined with Best-of-Class Customer Service and Support
Vertical Market/Niche Market Specific: a product wrapped in value-add messaging crafted for specific users
Bundle: a combination of existing discrete products, services, and operational best practices into a solution possibly with promotional pricing
Integrated Solution: – an offering that integrates multiple components such as products, services, processes, intellectual property, and pricing that delivers value beyond which each individual component could provide on its own
Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs”
Be the expert on "Targeted Customer Needs" and how your products are used to address the needs
In addition to existing customers be sure to evaluate the needs of new prospects, vertical marketing teams, sales engineers, and channel partners (MSP, VAR, SI, Dealers)
Focusing only on major customer unique needs can be dangerous
Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
Don’t confuse Personas with Profiles
“Personas” focus on the “Why” of customer behavior Use to help craft messaging and inform stakeholders about
the motivations behind your customers
“Profiles” focus on the “What” the customers actually do Created from known facts or analyzed data
Use to target marketing campaigns, find new prospects,
upsell/cross-sell, creation of sales enablement tools, etc.
Influencers, Users, and Buyers all have different needs
Buyers are interested in the business value proposition
Users are interested in how the product will solve their
problems
Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
Per the Corporate Executive Board B2B buyers are 57% of
the way through the buying process before they engage
with a sales person
Target your selling efforts to:
Where the customer is within the buying process
Where the customer accesses information
Which channel of distribution the customer prefers
Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
Enterprise customers have different needs than SMB, SOHO
or Consumer
Hunter sales people have different needs than Farmer sales
people
Prioritize Target Customers based on Company Strategy
and maximum ROI
“Execute” on strategy…create KPIs to monitor progress
Spray and Stay does not work
WHAT IS IT?
3-Step Process to Drive Successful
Product Marketing
Product Lines
Businesses
Start-ups
