Positioning with April Dunford
Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors
Aug 1, 2024
Discover the crucial difference between value and differentiated value for B2B tech success. Hear a captivating story of how a small company took on industry giant Siebel Systems by leveraging its unique features. Learn how a dynamic sales rep transformed their strategy, landing pivotal clients like Goldman Sachs. Explore effective methods for conveying your product's value and avoid common pitfalls in audience segmentation. Uncover how a strong grasp of differentiated value can elevate your messaging and drive customer engagement.
31:43
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Quick takeaways
- Differentiated value is crucial for B2B companies as it highlights unique benefits that set them apart from competitors.
- Effectively translating product features into value is essential for convincing customers and requires tailored communication strategies.
Deep dives
Understanding Value
Value is defined as the significance of a company's features or capabilities to its customers, representing the impact they have on a customer’s business. It is essential to clarify the distinction between features and the value they provide, as customers often do not inherently grasp how features translate into business benefits. An example illustrated involves a CRM company that lacked comprehension of how their unique feature could meet the specific needs of investment banks. The realization that their differentiated feature enabled the modeling of relationships crucial for sales in investment banking highlighted the need to communicate value effectively.
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