Position the Value of your Offering
The ability to accurately Position the Value your organisation creates for customers in such a way that it creates clear differentiation and competitive advantage is becoming a critical success factor for many organisations given the relentless and accelerating pressure on price and hence margins. This pressure is driven by customers who can no longer understand why they should pay more than the minimum for anything, nor what makes you different. Hence, without Value to differentiate you, price becomes the ultimate decision trigger for customers.
ICDL can enable you to position your offer not just in terms of the need it solves, but also from the perspective of the value it ultimately creates for your customer's business. This dramatic shift in thinking repositions your offer at a strategic level and opens the door to effective and meaningful executive conversations. This in turn leads to the customer viewing you and your organisation as strategic partners and creates enhanced loyalty and advocacy.
Three different Value Positioning workshops (available in both Private and Public formats) are offered - Value Positioning, Advanced Value Positioning and the Value Positioning MasterClass, and your choice of workshop is based on the level of complexity of the opportunities your organisation is facing. Factors that impact the complexity of sales include the informal power and political structure of your prospect, the number and level of the decision-makers, the complexity of external impacts on your prospect's business and the scope and scale of the deal.
The Value Positioning workshop is a one-day event aimed at organisations where your senior sales team run typically thirty to a hundred customers, with relatively low associated complexities. Companies which select the Value Positioning workshop are typically those involved in selling to SMEs, who will usually operate with lower levels of decision complexity than Enterprises.
The Advanced Value Positioning workshop is a two-day event best utilised by organisations with a lower number of higher value prospects, with a higher level of associated complexity. Companies that select this workshop are typically those that are involved in selling to organisations with a relatively complex informal power structure and a relatively high number or level of decision-makers.
The Value Positioning MasterClass is a two-day event that has been developed for organisations that typically focus on only a small number of very high value prospects, and addresses the extremely high level of complexities associated with such high-revenue organisations. Companies that select the Value Positioning MasterClass are typically those involved in selling to Enterprise or Government, who are faced with multifaceted informal power and political structures within the prospect's organisation, exacerbated by high number of top-level decision-makers with complex needs.
These Value Positioning workshops are also complemented by two of ICDL's other workshops:
Click on the links below to see how ICDL can start to help your organisation today:
- Win New Business Without Eroding Margins
- Effectively Position the Value of your Offering
- Take Control of Your Sales Pipeline
- Invest Precious Resource In Only The Best Opportunities And Grow EBIT
- Sell Comfortably At The Executive Level And Increase Customer Loyalty and Advocacy
- Increase Value For You And Your Customers Through Your Channel Partners
- Take Control of Tendering, Win Most of What You Bid, Reduce Costs per Bid
Related downloads:
Related Workshops:
SUCCESSFUL EXECUTIVE SELLING
lies at the core of ICDL's thinking.
Differentiation from an ever growing band of global competitors can no longer be achieved through better positioning of product, service or solution, so your approach to selling has to change [+]
ICDL'S RecruitSMART PROGRAM
ensures successful recruitment of fully trained and capable Executive level sales people.
If Executive level selling is key to successfully differentiating your company and growing EBIT, yet sales people of this calibre are rare - how can I achieve success? [+]