Value Proposition Mechanics for Marketing & Sales

Last updated: 09-27-2019

Read original article here

Value Proposition Mechanics for Marketing & Sales

Embed
Value Proposition Masterclass:Value Proposition Mechanics for Marketing & Sales
How was your last value proposition developed? A brainstorming session? Individual effort? Copying other value props? Does Sales create their own value prop, even though Marketing already has one? In over 30 years of marketing and sales experience, I have discovered there are as many ways of getting to one as there are people trying to create them. Given that most marketers or sellers rarely get training on value proposition development, it can be difficult to establish a consistent and repeatable approach. This session presents a Value Proposition Platform™ approach that is based on the preferences of decision-makers who evaluate them in their buyer journey.
You will learn:
1.The inputs necessary to design buyer-focus messaging from the start
2.How to use internal and external stakeholders to gather buyer language
3.How to build a Value Proposition hierarchy to cover different segments & audiences
4.Pulling a Value Prop into Sales Messaging and Conversations
...more
Live online Apr 11 9:00 pm UTC
or after on demand 45 mins
Your place is confirmed,
we'll send you email reminders
Add to calendar
Lisa Dennis, The Buyer-Focused Value Propositions Expert
Watch later
Hide me from other attendees
Show me
Up
Down
Value Proposition Masterclass:Value Proposition Mechanics for Marketing & Sales Apr 11 2019 9:00 pm UTC 45 mins
Lisa Dennis, The Buyer-Focused Value Propositions Expert
How was your last value proposition developed? A brainstorming session? Individual effort? Copying other value props? Does Sales create their own value prop, even though Marketing already has one? In over 30 years of marketing and sales experience, I have discovered there are as many ways of getting to one as there are people trying to create them. Given that most marketers or sellers rarely get training on value proposition development, it can be difficult to establish a consistent and repeatable approach. This session presents a Value Proposition Platform™ approach that is based on the preferences of decision-makers who evaluate them in their buyer journey.
You will learn:
1.The inputs necessary to design buyer-focus messaging from the start
2.How to use internal and external stakeholders to gather buyer language
3.How to build a Value Proposition hierarchy to cover different segments & audiences
4.Pulling a Value Prop into Sales Messaging and Conversations
Value Proposition Masterclass: The Anatomy of a Buyer-Focused Value Proposition Apr 11 2019 5:00 pm UTC 45 mins
Lisa Dennis, The Buyer-Focused Value Propositions Expert
An elevator pitch is often confused with a value proposition. The assumption is that if you have the pitch down, you will be able to drive the right buyer conversation. But if you start with just a short pitch – how do you get to extended messaging for marketing content that drives initial engagement? . In Session 2 of the Value Proposition Masterclass w will tackle the age-old assumption that a value prop has to be “short.” The reality is that expanding from one short sentence into coherent, and consistent marketing messaging across all types of content assets, types and formats is a huge challenge. A pitch should be a distillation of a strong message strategy that is well developed and thought out. The best elevator pitches and tag lines come from a strong foundation – ensuring that message is clear, consistent and buyer
You will learn:
Value Proposition Masterclass: Live Value Prop Makeovers - Tips &Tricks Apr 11 2019 3:00 pm UTC 45 mins
Lisa Dennis, The Buyer-Focused Value Propositions Expert
The pressure of deadlines, lead generation goals, and content creation can make refining a value proposition hard to fit in. Sometimes you just need to do a quick makeover to help narrow in on key targets or tweak to increase engagement. We will kick off Session 1 of the Value Proposition Masterclass by focusing on some tips and tricks to help you reboot your existing value prop to be more buyer-focused. We will look at some real value props sent in by BrightTalk Sales Expert Channel members and do some “live” makeovers to show you how to move closer to the buyer with language and focus adjustments.
You will learn:
Branding and Positioning for Marketplace Leadership:Revenue Growth Series Part I Mar 26 2019 5:00 pm UTC 45 mins
Christopher Ryan, The B2B Revenue Growth Expert
A clear, compelling and differentiated brand is a critical factor in the success of every market leader (company or individual). The right branding and positioning strategy can propel your growth and provide significant competitive advantage and the wrong branding strategy can make it more difficult to achieve revenue goals.
In this event, part 1 of the revenue growth series, discover how to craft your messaging to accelerate revenue and command higher prices. Find out how to use artful branding to take yourself out of bidding wars and become the “obvious choice”. Understand how you can brand yourself both for today’s and future markets. Hear examples of companies that have been branding winners and losers (and the differences).
We’ll cover the scenarios where you need a major brand overhaul and those where a branding tune-up is sufficient. You will understand why your brand promise is not just a clever slogan that your marketing department dreams up, but rather the foundation upon which your business is built. Last, but certainly not least, we will discuss how your branding and positioning can be used as a key asset to achieve profitable revenue and grow the value of your company.
You will learn:
Build A Coaching Culture for Successful Large Account Sales Mar 20 2019 4:00 pm UTC 45 mins
Barbara Weaver Smith, The Large Account Sales Expert
Part II in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
The successful large account salespeople today and in the future need to be intelligent, informed, skilled, knowledgeable and wise. Too much sales training focuses on information (mostly product-based) and skill (mostly routine). The leaders’ job is to coach the entire team to translate information into knowledge and move towards real wisdom in their interaction with prospects and customers. This webinar covers how to create a culture of coaching within your sales team, how to develop a deep customer-centric perspective within your company, and how to manage the short-term demands with a long-term perspective.
You will learn:
Sales Acceleration - 7 Back to Basics Approaches to Propelling Sales Success Mar 19 2019 3:00 pm UTC 45 mins
Deb Calvert w/special guest Drew Stevens
Are you struggling with sales success? Are you meeting your sales closure goals? Or, are you simply seeking better and more efficient methods to close sales quickly? Selling is a 3000-year-old profession that requires one ideal to achieve success – simplicity! Sometimes it is not what you are doing but what you are avoiding so that you achieve and exceed quota. In this fascinating, interactive and enjoyable presentation you will be engaged with the art of simplicity and basics so that you achieve more, bypass competition and excel personally and professionally in all you do!
In this interview you will learn:
1.How to achieve differentiation from other sales professionals
2.Compare and contrast electronic and traditional methods to break out from competition
3.Analyze and develop better methods to reaching the economic buyer
4.Understand the importance of a process and remaining true
Emotionally Intelligent Sales Cultures Mar 18 2019 5:00 pm UTC 45 mins
Colleen Stanley, The Emotional Intelligence For Sales Expert
In today's hyper-competitive markets, sales people are under a lot of pressure. A sales person must not only sell a solution to a client, they must partner with the client to create the solution. This requires the ability to build trust with prospects and customers quickly. This level of partnership, co-creation, is not possible without the ability to engage people on both a rational and emotional level. Emotional intelligence is the competitive tool for sales people.
Colleen Stanley shares thought provoking and practical tips for incorporating emotional intelligence skills into your sales process. Learn how soft skills produce hard sales results.
Learning Objectives:
How to Create a Sales Experience that Doesn’t Suck Recorded: Mar 6 2019 40 mins
Melissa Madian, The Sales Experience Expert
Your sales people are often the first people with whom a prospective customer interacts. Are you equipping Sales with what they need to have an engaging, relevant conversation while also providing an experience that makes the customer say, ‘Wow, that salesperson really got me!”? This session will cover how to design a sales experience that is geared towards building customers for life.
You will learn:
1.Why the Sales experience is so critical to the customer lifecycle.
2.How to design a Sales experience that meets the needs of revenue-generation while creating a fantastic customer experience.
3.How to empower your Sales teams so they are customer-centric.
How to Supercharge Sales by Building An Ideal Client Profile (ScaledUp Ep. 1) Recorded: Mar 5 2019 36 mins
Lloyd Yip, The Startup Sales Expert
An Ideal Client Profile (ICP) is a detailed description of the clients who would benefit most from your product/service. These clients are more likely to buy in to your vision, advocate for you, and ultimately stay a long term profitable client.
Knowing your ICP means it’ll be easier to bring in more high value business that STAYS and ADVOCATES for you. As well, because you truly understand your market and their pain points, it is easier for you to improve the product/service in a way which keeps your clients happy.
On the flipside, not knowing your ICP would mean:
-It’s more difficult to find clients who want to buy
-It’s harder to retain clients long-term
-You’re more likely to bring on poor-fit clients who drain your resources
-It’s confusing as to which marketing channels to use
-It’s more challenging to improve the product/service to be in line with your clientele
You will learn:
1.How to analyze your existing client base to understand which clients fit your ICP
2.How to also uncover who are the clients who are BAD fits, so you can avoid them
3.How you can maximize your sales and marketing efficiency once you have a fully built ICP
4.How to ultimately leverage your ICP to improve sales and revenue
5.BONUS: How to discover your ICP even if you have very few clients to look back at
Part II: What Management Needs to Know About Successfully Selling to the Top Recorded: Feb 26 2019 41 mins
Caryn Kopp, The Chief Door Opener Expert
In Part II of this two-part webinar series, you will learn the 4 leadership practices that ensure results when selling to executives. We’ll discuss “must-do’s” for increasing the number and quality of executive level prospect meetings, making it inevitable for sellers to get optimal outcomes from pitches, reasons why some sellers and managers fall short of expectations (and what to do about it) as well as ways to protect your company’s most valuable asset – your pipeline.
The content of this webinar is highly effective when you face:
•Long sales cycles (larger deal size)
•Tough competition
•Multiple decision-makers in the buying process
•Executive level decision makers
You will learn how to:
1.Implement a formula for landing more high-quality prospect appointments
2.Know what sellers must include in their pitches to get the best results
3.Pinpoint the real “why” behind the gap in sales staff delivery (so you solve the right problem)
4.Initiate policies which ensure a continuous, predictable healthy pipeline
Bonus content: Which “hidden” metrics tell you you’re getting it right
Part 1: What Management Needs to Know About Successfully Selling to the Top Recorded: Feb 20 2019 44 mins
Caryn Kopp, The Chief Door Opener Expert w/special guest, Kent Gregoire
In Part I of this two-part webinar series, you will learn the process for winning sales opportunities at the executive level and the next-generation in opportunity management for sales organizations. We’ll discuss a structured, scalable process for qualifying and most importantly, winning strategic sales opportunities where competitors are strong and customer buying protocols are influenced by formal and informal decision criteria.
The content of this webinar is highly effective when you face:
•Long sales cycles (larger deal size)
•Tough competition
Understand Unique Business Issues of Global Corporations Recorded: Feb 20 2019 41 mins
Barbara Weaver Smith, The Large Account Sales Expert
Part II in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
These corporations face all the usual business challenges and needs as well as issues unique to their size and global reach. The leadership team in one subsidiary company may ultimately be subject to the decision-making authority of corporate leaders in another country, from another culture, with different concepts of risk, the speed of decision-making, and what constitutes proof. Corporate culture is influenced by the cultures of all the countries from which leaders originate and where employees reside. Besides culture, large corporations are uniquely complex, unwieldy, influenced by the speed of business, technology dependent, and rule-governed. How will you train your sellers and SMEs to understand and position your company as a superior resource to executives in very large companies?
You will learn:
1. How understanding the unique issues of global corporations can help you better position your company’s value proposition.
2. What is the most important issue facing all global businesses.
3. What resources are available to help you learn about doing business in other countries.
4.How you can decide what to do when your customer is expanding internationally
5.What opportunities you have to be innovative with global customers.
The Current State of Sales Coaching – How to Make Coaching Work Recorded: Feb 19 2019 42 mins
Steven Rosen with David Kurlan
Join sales management expert Steven Rosen and his guest sales expert David Kurlan for an exciting “Fireside Chat.” In this episode, they will share their insights on what sales executives and managers need to do to ensure that they can overcome many common coaching challenges and coach their salespeople to crush their sales numbers.
No PowerPoint, no videos, just open and frank discussion.
Expect an action-packed webinar filled with sales management gems, pearls, powerful insights and stories that will help you crush your sales numbers.
Are you doing a great job coaching? Are you coaching frequently enough? Steven and Dave will answer these questions and share their insights into why coaching is not working and what you can do to ensure that you can get the impact you desire from coaching.
You will learn:


Read the rest of this article here