Competing on Value

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Your customers will only make strategic investments if there are compelling reasons. Not all customers value your services in the same way. And yet, many companies service all their customers in the same way, stretching scarce resources, reducing profits and missing an opportunity to increase customer satisfaction.

To sustain and grow profits, companies need to understand what customer's value, and then create plans to deliver it consistently. Also, companies need to motivate and manage their staff to add value to their processes by only delivering what the customers value.

You must connect with your client's business needs and the decision maker's perception of value because decision makers decide on price and value. This means you need a clear value proposition that connects to the needs of your customers.

This workshop will build a value proposition for different industries and accounts. Specifically, working on how to compete with numerous large and small, and traditional and non-traditional competitors.

Value for decision makers is how a product or service delivers results for them. To add value, a service must do at least one of four things: create opportunities, eliminate problems, reduce costs or raise revenue.

In this workshop, participants will define a value proposition - a concise statement identifying the financial value your company can deliver to your customers. Also, we will use persuasion research to create a more powerful value proposition for customers. This workshop moves beyond product and service benefits to business results.

The key here is to understand that a value proposition is not merely a product or service; it includes the entire customer experience.
— Fred Reichheld

Who should attend?

This program is suited to all stakeholders who manage key customer relationships, including:

  • Senior Managers
  • Functional Managers
  • Sales Managers
  • Account Managers
  • Department Heads

Program Outcomes

Participants will:

  • Understand the value delivered by their products and services
  • Understand how to deliver more value to compete more effectively
  • Craft a succinct value proposition for use in presentations and proposals for their customers in their industry verticals
  • Connect this value proposition with any new sales opportunity
  • Increase customer satisfaction and increase profits by:
    • Understanding what customers value and do more of it or do it better
    • Understanding what customers do not value and do less of it or reduce the costs of providing it

Facilitator - Gary Peacock
Head of Innovation and Research

Gary is a specialist in improving and sustaining business performance. He improves performance through business coaching on implementing effective strategies and change management tactics to influence daily behaviour. One of Gary's specialities is presenting and communicating complex information in simple and interesting ways to diverse audiences from the boardroom to the factory. He is able to solve impossible complex problems with creative and practical solutions.

He has over 20 experience in senior leadership roles and is a member and contributor to the Strategic Account Management Association (SAMA). His strengths include; improving and sustaining business performance, strategy, change management, simplifies complex information, strategic account management, innovation and problem solving. He is the best-selling author of two business books: Managing B2B customers you can't afford to lose and Persuading for Results.

His academic achievements include:

  • Master's degree from Cranfield Technology School, UK
  • MBA from Australian Graduate School of Management (AGSM)
  • Member of Australian Institute of Company Directors (AICD)


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