A good value proposition isn’t just about matching products to customers needs or setting pricing and discount schemes. The value proposition needs to be easily understood by your customer and immediately reflect your customers own thoughts about their business needs. With ever changing market environments it is essential to review and refine value propositions on a regular basis to ensure they are sharp and focussed on the strategic or operational needs of your customers.
Too often, value propositions are developed by marketing and thrown over the fence to sales. Sales then usually continue to behave the way they always have. The ICE™ approach avoids this scenario, because we co-create value propositions with sales and then develop, practice and reinforce their stories with them. Through this develop, practice and reinforce approach, value propositions are developed into clear, easy to communicate value stories.