At Alexander Group’s recent Chief Sales Executive Forum, revenue leaders noted a key concern: When asked, “What is the most important thing needed to succeed with today’s sophisticated and demanding customers?” respondents in the audience overwhelmingly selected “Stronger Value Propositions” and “Richer Evidence of Results.” These two components outpaced all of the more traditional investment areas. In today’s world, value matters. But how do manufacturing organizations successfully deliver impactful messages that sellers can easily communicate?
Too often, manufacturing organizations perpetuate a dysfunctional, siloed relationship between the sales, marketing and service functions. They fail to deliver impactful messages that sellers—particularly less experienced sellers–can easily communicate. Alexander Group (AGI) helps revenue leaders recognize the link between marketing, sales and service as a vital connection ensuring that value propositions resonate with customers’ needs.
World-class manufacturers create winning value propositions by first tailoring to each unique customer segment with a unique set of value propositions. In order to ensure that all value messages resonate, winning organizations create value propositions that meet four simple criteria:
Finally, in order to create value propositions that meet these four criteria, the sales, marketing and service departments must coordinate efforts to gather Voice of Customer (VOC) insights. VP of Sales, Chief Marketing Officers and those responsible for service should consider:
Learn more about the Alexander Group’s Manufacturing practice or contact us to understand how AGI can help you assess and enhance the strength of your value propositions.