Re: DON’T Always Exceed Expectations

camaurer — Mon, 12 Aug 2013 06:35:16 -0000

So true! The exceeded expectations become the new normal. So you end up in a deadly spiral. But it is easy to fall into the trap. It comes from the misconception to built a safety margin into you offerings.

Re: Another kind of value proposition

camaurer — Thu, 02 Apr 2009 03:22:12 -0000

I agree with your view if we take the value proposition as simply monetary. It is not sufficient but necessary to get to a buying decision. It is though necessary but not sufficient as in B2B people have to usually rationally justify their gut decision.

Furthermore only few people distinguish between value hypothesis (usually what marketing claims the value is to a targeted customer segment) and a value proposition (what counts for the individual customer). If one takes the hypothesis for the proposition it probably will not work. The danger for confusing the two terms is actually increasing with the use of sales enablement tools wrongly applied. This is why I spend considerable time to help people understand the difference in a sales and marketing alignment workshop I teach with a Swiss Business school..

If you open the concept to perceived value, then you can factor in all this soft elements which probably count more than the economic rationale for making the initial (gut) buying decision. Needless to say that this works only if you apply it to the right person. professional buyers are usually immune to this approach.

Disqus - Latest Comments for camaurer

Re: DON’T Always Exceed Expectations

Re: Another kind of value proposition