3. Aligning Marketing with the B2B Buying Journey
3.5 Reading: Konrath (2012) Value Propositions (excerpts)
We have highlighted the need for marketers to develop business value proposition statements that better connect with customers in the “solution consideration” stage of the buying journey. This reading is from Jill Konrath, a sales consultant who focuses on selling to B2B customers. Read this toolkit article from her website. In it she defines business value propositions, and differentiates them from two other tools in the sales messaging toolkit: elevator pitches and unique selling propositions. She then offers a framework and practical advice for constructing useful business value proposition statements. At the end of the article is a worksheet to help to take the next step constructing your own.
 |
Click here to access a copy of this article (requires UConn NetID)Or go to Jill Konrath’s website to download your own copy and join her mailing list
|
Comprehension Questions
- For Konrath, what is the difference between an elevator pitch, a USP and a value proposition?
- What is the value of a strong value proposition? What does Konrath mean when she says “the seller is the real value proposition”?
- According to Konrath, a good value proposition includes the following three components: ____ + _____ + ______
- Konrath suggests many specific words, phrases and concepts that you should avoid in your initial outreach to customers, and also words, phrases and concepts that you should aim to use. List at least five in to use and five to avoid in your value proposition statements.
- Konrath notes that finding data to support your value proposition can be challenging. What does she suggest when data is not available?
Application Questions
- How might you use the Bain elements of value from the previous reading and video to help build value proposition statements?
- Write some draft value proposition statements that could be used to market to the members of the LifeCo buying center