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A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value proposition, communicating how its service or products fulfil the needs of their customers. While many organizations understand the importance of having a clearly defined value proposition to help them become more profitable, many businesses struggle to use them effectively. Malcolm McDonald on Value Propositions is a step-by-step guide to understanding exactly why financially quantified value propositions will help readers to increase revenue and deliver tangible results.
Highly practical and filled with useful tools and checklists, this succinct guide explains the process of developing a value proposition from start to finish, how to use segmentation appeal to the relevant key accounts, and to ensure it is both financially grounded and has resonance with customers. From understanding how buying decisions are made, through to financial dashboards and value quantification tools, Malcolm McDonald on Value Propositions is perfect for anyone looking to integrate financial success into their proposition, and gain understanding of how it can be used to deliver and communicate value.
"Value is one of the most talked about and least understood ideas in business today. This excellent book provides a comprehensive review of the main concepts and also provides a series of case studies to bring the ideas alive. Malcolm McDonald and Grant Oliver pool their extensive business knowledge and experience to bring clarity, helping to define what value means to us, our business and most importantly our customers."--Richard Ilsley, Managing Partner, Key Account Management Group
"This book is both accessible and rigorous. It is a great read for everyone involved in buying or selling. Exploring how to quantify value propositions is a stimulating and highly beneficial endeavour. This is a timely contribution to understanding how to create differentiation and develop solid collaboration in fast-changing value chains."--Herv Legenvre PhD, Director, Value Creation Observatory, The European Institute of Purchasing Management
"Finally, here is a book that explains clearly what the concept is and how to create a financially quantifiable value proposition! You can now communicate to your ideal customers why they should buy from you (unique differentiation), how you'll improve their situation (relevancy) and how they'll financially benefit, all in language that they understand. This book will shape your strategic marketing planning."--Stewart Barnes, Managing Director, QuoLux Ltd
"Value propositions are simultaneously one of the most powerful ideas in business and one of the least understood and worst executed. In this book two leading authors show how to develop, use and profit from them."--Dr Diana Woodburn, Chairman, The Association for Key Account Management
"It is so refreshing to see a book focused on the impact good marketing can make on profit, since so much of today's marketing discussion is about digital tools, leads and nurture flows. Anchored in tried and tested techniques, such as needs-based segmentation, McDonald and Oliver's book is action oriented. Its tools and templates will help marketers create real value for their company and its customers."--Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA
"This is the first book I've read that offers a proven and time-tested formula for creating a value proposition. It's written in terms that both the experienced marketer and the layperson can understand and, more importantly, can implement and thereby gain substantial benefit."--Tom Poland, Chief Leadsologist, Leadsology
"Professor McDonald's research-based frameworks are timeless and universal and have been incredibly useful to both academics and practitioners around the world. This latest book on financially quantified value propositions continues to break new ground."--Philip Kotler, author, consultant and the S C Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
Chapter - 00: Introduction to Building a Financially-driven Value Proposition;Chapter - 01: How Financially Quantified Value Propositions Will Make You Richer;Chapter - 02: Quantifying the Emotional Element of Value Propositions;Chapter - 03: What Exactly is a Financially Quantified Value Proposition?;Chapter - 04: An Overview of the Process - Where to Start with Quantifiable Value Propositions;Chapter - 05: Why it is Critical to Understand How Key Buying Decisions are Made;Chapter - 06: For Which Key Accounts Should Value Propositions Be Developed?;Chapter - 07: For Which Segments Should Value Propositions Be Developed?Chapter - 08: How to Identify Your Customers' Needs Before Creating a Value Proposition;Chapter - 09: Understanding the Needs of Customer Segments to Quantify Your Value Proposition;Chapter - 10: Determining Your Own Asset Base and Capabilities Before Creating a Value Proposition;Chapter - 11: Creating and Financially Quantifying Your Value Proposition;Chapter - 12: Delivering and Communicating Value [Des Evans, Man Truck and Bus UK Ltd];Chapter - 13: Developing and Presenting Value Propositions that Resonate with Customers [Todd Snelgrove, SKF];Chapter - 14: Value-Celling and How to Maximise Value-Creation in Supply Chains [Mark Davies, Segment Pulse Ltd];Chapter - 15: Financial Analysis, Value Quantification Tools and Financial Dashboards;Chapter - 16: A Step-by-Step Summary of the Value Proposition Process