Value Proposition (POS)
To generate value we must demonstrate that we fully and deeply understand the needs of our prospects, the challenges they are facing in each situation and how they can solve them in a cost-efficient way using our solution.
For this reason, it is advisable to have as many POS as buyer personas we have defined, considering:
What are the tasks that each profile must perform on a daily basis (jobs to be done).
And what are your gains and success scenarios (gain points).
Sounds simple? We challenge you to write it down!
Identify how your solution, on a day-to-day basis, solves your ideal client's pain points and how it brings them closer to their success scenario.
Got it? Great! That's your value proposition, now you need to communicate it assertively. In a future article we will develop this point further, because it is of vital importance for any B2B marketing and sales strategy.
Interviews 1.1 to optimize B2B demand generation
If you have previously conducted interviews or focus groups with your clients or prospects, you will already know the amount of valuable information you can obtain in just a few minutes, and how their insights help you identify which internal processes you should improve to scale sales.
To start, we can put together a prioritized list of clients:
Which of these profiles are a priority for our business and commercial strategy?
Because?
How close are we to them?
First, choose those who are closest to you and who represent high value for the company. Send them a WhatsApp and invite them to a virtual coffee or a brief, relaxed meeting where you can hear first-hand what their needs and mobile phone saudi arabia mobile number directory expectations are in the current situation.
A tip: Don't forget to plan the interview! This way you will avoid losing focus during the conversation.
Customer Journey
Let's start with something: all of us, as customers, go through different stages before purchasing any product or service: Awareness, Consideration and Decision.
In each of these phases we are looking for - and needing - different information. Hence the importance of understanding what our prospect needs to know at each moment, in order to help him in his search, being useful and relevant.
And be careful, each profile may need different information for each phase, especially in consultative sales. For example, a communications manager will look for very different attributes than an IT manager for the same product. And that is why we must design a Customer Journey for each segment.