Value Identification is a facilitated workshop to help marketing and sales teams engage earlier in the IMPACT buying cycle: it is an iterative process which marketing and sales teams can use to produce new sales campaigns, ultimately based upon their ability to create value for customer in areas of risk (+/-) which those customers have not yet uncovered.
Value Identification dives deep into the world of the customer by
looking at the trends and significant events in their sector. These trends and events have an uncontrollable impact on the customer’s world; short, mid and long term.
The customer will respond to these impacts; past present and future. These responses will have an intent and using a business modelling technique they can be associated with the customers value chain.
From this point we can identify the key performance indicators our offerings (product, service, solution) address and can begin to build the Value Created proposition. The proposition will read like an opinion designed to attract the customer’s curiosity and provoke them into reacting.
Using the output of the Value Identification Workshop, marketers and sellers can capture the attention of and engage mentors to create new sales opportunities where the supplier leads the customer stakeholders through the IMPACT cycle with much greater control and influence on the outcome of the eventual transaction.
Value Created Engagement Model
The two main challenges to the Value-Created engagement are:
- Grabbing the attention of the relevant customer personnel in the first place.
- Managing the team and the customer to retain control through the IMPACT process.