Winning Customer Value Propositions in the B2B Context

摘要

In this article: The author shows how a winning customer value proposition can allow your organization to build its brand, gain market share, grow the business, and delight customers. This is the first article in a series. The second article is Capturing a Rival’s Winning Customer Value Proposition (https://www.scip.org/page/Winning-Customer-Value-Proposition). A strategy without a winning customer value proposition (WCVP) is nothing more than an empty hope that somehow or other if we throw enough stuff at customers some of it just might stick. But even if it does, we won’t know why. Marketing strategies succeed or fail based on their WCVP. Each word in WCVP is important and contributes to our understanding of WCVP and of what it takes to craft and execute one. Before defining and elaborating WCVP , I’ll briefly comment on each word. Winning connotes it is not just about developing a value proposition but one that attracts, wins and retains customers better than competitors. Differentiation that makes a decisive difference from the customers’ point of view is the coin of the realm in B2B.