Quelles sont les meilleures façons de communiquer des propositions de valeur aux clients ?

Did you know that most customers make purchase decisions based on emotion, rather than logic? Storytelling can be a powerful way to communicate your value proposition. By telling a story that illustrates the problem your customer is facing and how your product or service can solve it, you can engage your customer on an emotional level and help them see the value you provide. You can also use rhetorical questions to challenge assumptions and get your customer thinking about their own needs and desires. For example, "Are you tired of wasting hours on manual data entry?" or "Do you want to achieve your goals faster and more efficiently?" These questions can help your customer see the value of your product or service from their own perspective.

Customers pay for THEIR EXPERIENCE, not your product or service. They buy with emotion and justify their decision with reason. Customers seek the BEST EMOTIONAL value in their entire experience, not the minutiae of your logically reasonable prices, products, or service, online or face-to-face customer service, AI, ChatGPT, live chat, FAQ, or in-person customer support, and the many details of yours. And it is the best value in their ENTIRE experience. So, even if one small detail is no big deal to you, it's a BIG DEAL to your customers. It's not every little thing you offer. It's the ONE "WORLD'S BEST" and EXPERIENCE your customers want or need. The "World's Best" is not as the world sees, but it's as the one individual customer FEELS it.

Great ideas. I'd add to focus on the "destination." That's where the customer ends up. The above example (automate your workflows and save time) is a great sample of promoting the destination. You don't have to explain how it works. Too many times sales people (and customer service reps) get wrapped up in details that don't impact the outcome.

I love all the perspectives! Did you know that experiences -any experience- are based on emotions and feelings? Emotions and feelings are the decision makers for customers to choose between 2 or more good/functional products that meet their needs. A CVP must connect with your customer. Does your customer: - feel "unique" with your company, instead of a number (personalized/customized)? - has flexibility when interacting with your company (channel agnostic)? - get the advice they need for them to make the decision on their own, without being pushed to buy (empowerment)?

I'd add that jargon can be used, but it should be customer jargon or a specific customer industry terms. Using terms that are very specific to your customer can create a deeper sense of connection and reinforce your desire to know and understand them, which is key for a long-term loyalty.

Write any communication, such that it can be understood by a 5th grader. Some tools and platforms help to score the readability index and also simplify it. It is increasingly difficult to get the attention span of a customer in a world full of communication clutter. So when you do get the customer's attention, the message has to be sharp and easy to understand.

One thing I've found helpful is to challenge customers' assumptions and offer them something unexpected. When communicating your value proposition, it's important to think outside the box and highlight the benefits that your customers may not have considered. Don't just focus on the features of your product or service, but instead, emphasize how it will transform their lives.

A very simple way to immediately improve all your marketing communications and clearly communicate your unique value proposition to customers is by asking and answering this question: How will this make the customer's life better? By answering that question, you can clearly communicate the benefits to the customer, and that arrests their attention and greatly increases the chances that they will make a purchase. If you talk about the product or service itself to an unaware customer, that irritates and bores them. Instead, your initial communications should focus almost exclusively on the customer. Once you have gained their interest, then you can talk more about the product or service, because then the customer will want that info.

"So what?" - this is the question you could use to check if you are talking benefits and values. - Our software offers advanced encryption and multi-factor authentication. - So what? - This means that your data is not only safe but is protected by the highest security standards, ensuring that you can maintain customer trust and comply with stringent regulatory requirements without any additional efforts on your part. - So What? - This level of data security and compliance not only safeguards your operations but also positions your company as a reliable and trustworthy partner. In an era where data breaches are costly and damage reputations, having top-tier security is a significant competitive advantage.

START WITH THE BENEFITS ( as opposed to FEATURES ). This is a mantra that cannot be stressed often enough. A couple of examples of Feature-Based: "Our service offers 24/7 customer support." Benefit-Based: "We are here to help, whenever you need it, so you can focus on your business" Feature-Based: Our cloud storage provides 1TB of space and automatic backups. Benefit-Based: Never worry about losing your files again—store and access up to 1 TB of data whenever and wherever you need it.

Anytime you align with a customer's needs and wants you're crossing into the world of personalization. Our customer service and CX research found customers want a personalized experience, will do more business with the companies and brands that create that experience, and may even spend more for it.

91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them - Forbes. Personalisation has to account for customer demographics, historical shopping behaviour and the current context of the customer to increase relevance and connect.

Research has shown that customers are more likely to engage with a company that they perceive as aligned with their values and goals. In fact, a study by Edelman found that 64% of consumers will buy from a company or boycott a company solely because of its position on a social or political issue. Therefore, it's important to not only understand your customers' needs and wants but also their values and beliefs.

Customers tend to make decisions based on emotions rather than logic. Therefore, your value proposition should appeal to their emotions and aspirations. According to a study by the Harvard Business Review, customers are willing to pay a premium for a product or service that offers emotional fulfillment, such as a sense of belonging, status, recognition, or joy.

Customers tend to remember experiences more than products or services. Therefore, your value proposition should also address the experience that your customers will have with your company. According to a study by Salesforce, 86% of customers are willing to pay more for a better customer experience, and 73% of customers say that a good experience is key in influencing their brand loyalties.

I would put customer needs into the first position. The value is always in the eyes of the customer. So the only way to communicate it is by matching their very concrete business case and needs. And to do this, you need to make them speak. Often we tend to come to the customer meeting and tell them what we think they need. This is a tempting way to drive the conversation, but we should absolutely stay away from it until we understood clearly their situation. Best way to do so, is to let them present their strategy and value drivers as detailed as possible. Come prepared with some thought provoking questions and some examples to help them expand their views.

By incorporating social proof and testimonials into your marketing strategy, you can tap into this human tendency and increase your chances of converting potential customers into loyal ones. This is because people are more likely to trust the experiences and opinions of others who have used your product or service, rather than just taking your word for it.

Behavioral science shows that people are more likely to trust and follow the actions of others when making decisions. This is known as social proof or the bandwagon effect. In fact, a study by Nielsen found that 92% of consumers trust recommendations from friends and family over any other form of advertising. Another study by BrightLocal found that Positive reviews make 91% of consumers more likely to use a business.