Plumbing Connection 4-2015

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PLUMBING CONNECTION SUMMER 2015 83
Essentially you want to know why customers choose you.
If you don’t know the answer, research will be essential. It
is easy for an insider to guess why customers choose you;
however, your perceptions may very well differ to those of
your customers.
PHASE II: FORMING YOUR VALUE PROPOSITION
A value proposition can appear in many ways but
fundamentally it should contain the following four
components:
∫ Target Audience – who are we talking to?
∫ Summary – of who we are
∫ Benefit – why our customers ‘buy’ from us
∫ Justification – reasons to believe this is true
An example might look like this:
For developers who are looking for a reliable project
management team, our company provides a risk-free
service that delivers on-time, on-budget buildings every
time with a 100% customer satisfaction rating.
The four components of the value proposition appear
in the above example – audience, summary, benefit and
justification. Once you have drafted your value proposition,
there is just one more hoop to jump through and it’s a big
one.
PHASE III: TESTING ITS VERACITY
For a value proposition to truly work it needs to pass the
test, answering yes to the following questions:
∫ Is it true to my brand personality and values?
∫ Will this message influence behaviour?
∫ Is it unique to my brand/company?
∫ Can we deliver on this?
∫ Can it be copied easily?
∫ Can we keep up this proposition in the long term without
detriment to our business?
∫ Can we back this up?
∫ Does it pass the ‘so what’ factor?
If testing your value proposition fails one or more of the
above, it will require a rethink and further consideration.
I strongly recommend using someone outside your
organisation to test the veracity of this value proposition
before giving it the final stamp of approval. There is nothing
like an external perspective to put your claim under the
microscope and importantly test its believability.
Now that you have your value proposition, its time
everyone else knows what it is.
Contact:
Cecelia Haddad, Director, Marketing Elements
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