One way to view the value proposition is through the values of your client. Given a target market, Value Based Marketing occurs when you become uniquely aware of what motivates specific personnel internal to a customer company, a buyer or a prospective teaming partner to make favorable decisions regarding your product or services. Consider the values of the client your are engaging and threaten or further his or her value system. To do so, find out what they value first. It may not be what you value - or what you believe they should value; but you are stuck with those values and the value system backing them up. In many cases they are political, self-serving and disappointing but you cannot ignore them. You must manage them. You must threaten or further those value systems to get your customer to act. Furthering client values is a positive view of the future, enhancing what the client already has. Threatening client values is making the client feel he or she cannot undertake the future effectively without buying from you. Value-based marketing effectively threatens or furthers your client's value system as a strategic element in your marketing program, motivating them to act in your favor.
Publicada el 02/06/am