To stay in business and thrive during this recession, companies
need to focus and hone their value. If clients complain about the
cost of a product or service, then a company is not demonstrating
the superior value of their product or service. Discounting is
always an option, but this means losing value during the sale -
value that will be hard to regain in the future.
Instead, companies need to prove their superior value to clients
using bottom-line terms - i.e. they need strong value propositions.
"Creating and Delivering Your Value Proposition" shows how to do
this. It explains what a value proposition is and how to build and
deliver one. The authors argue that, contrary to the norm, value
propositions cannot rest on unsupported marketing claims. Rather, a
value proposition must be must be created at the strategy level and
expressed in measurable terms.
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