The entire selling process frequently requires a combination of “yes” decisions culminating in the yes that results directly in a new customer and eventually (hopefully) a genuine brand advocate, one that is eager to provide an enthusiastic referral.
This diagram defines the three dynamic elements in the decision chain, from the customer’s point of view. Those elements are:
Competitive Differentiation – What makes one proposition different from the rest? Specifically, what meaningful difference exists? All too frequently, the answer is nothing inherent in how the various offerings within a market category are perceived. ![Brand Triangle](attachments/Image/Capture.JPG)
Value Proposition – Is what you are offering, including all the elements involved. Based on their priorities, prospects determine the gap between benefit and price and how that gap compares to competitive proposals.
Customer Priorities – Are never shared directly with those making the proposals unless a profound relationship beyond buyer-seller exists. However, these priorities direct the mental triage that the customer uses to ultimately determine whether your stated points of differentiation are indeed meaningful and whether the perceived value of your proposition is significant according to the customer’s priorities.
All three elements are in play at all times. One of the objectives of the branding strategy sessionis touncover those elements, thereby assuring that your brand positioning accounts for as much of this selling dynamic as possible, while focusing your bran’s “story” in a way that makes it meaningfuland compelling.
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Carroll Conklin | 614-402-5371 |info@carrollconklin.com
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