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Date:  Tuesday, April 1, 2003
Time:  8:00 AM – 12:00 Noon
Continental Breakfast served

Advanced Registration/payment - $50.00

To register, cut & paste the following URL into your browser:
http://www.evite.com/ldennis@knowledgence.com/valueprop

Location: The Thomson Solutions Center http://www.thomsoncenter.com
745 Boylston Street, Suite 300
Boston, MA 02116

Directions are at the bottom of the page at the following URL:
http://www.thomsoncenter.com/contact.html

Topic Description:

Among the many marketing challenges and choices that must be made to effectively communicate your company’s “story” is the defining of value.   What value does your company deliver?  To whom do you deliver it?  How is your company’s value communicated? These are key questions that we strive to answer in the best way possible.  But the real question that needs to be answered is:

From whose perspective is the value described?There is only one right answer to this last question.  Unfortunately, because we are all in love with our product and services, it is frequently answered incorrectly.  The answers to all of the questions posed above are often couched in “me” language instead of “you” language.  The result: a value proposition that is just a thinly disguised advertisement of your product or service.    The core message is centered on “here is what we have to sell and here is why you need to buy it,” rather than a clear customer-focused statement that demonstrates your knowledge of the customer situation or experience, followed by a specific offer to help them address it

This workshop is designed to be highly interactive and focused on your value propositions.  Each attendee will be asked to bring in their value proposition to work on as part of the exercises in this half-day session.

You will learn:

1. How to really define what your customer’s objective is in their language
2. How to frame your offer to address only their specific needs
3. Develop and deliver benefit statements that not only make you stand out, but create action in the customer’s mind
4. Leave the workshop with a new draft version of a value proposition that hooks a customer

Your Workshop Leader:

Lisa Dennis, President and Principal, Knowledgence Associates 

Lisa Dennis brings twenty years of high technology and information industry experience to client engagements.  Pairing hands-on marketing and selling of information and high technology products and services, with end-user system enhancement and design experience for marketing and sales applications, she understands what the customer imperative needs to be for communicating information about products and services to varied audiences. The focus of Knowledgence Associates is the transforming of marketing and sales information into customer knowledge. Her consulting practice includes marketing strategy and positioning, knowledge management for marketing, sales and customer satisfaction initiatives, and training development and delivery.  Prior to founding Knowledgence Associates in 1997, she held publishing, product management and marketing/sales roles at Bolt Beranek and Newman, Thomson & Thomson (a member company of The Thomson Corporation), The Center for Business Intelligence, and World Congress.

Lisa has served on the board of directors for the YWCA of Cambridge and Positive Directions. She is/has been a member of the New England Direct Marketing Association, Sales and Marketing Executives International, the American Marketing Association, the American Society of Training and Development, and founder of the Boston Cell of Fast Company’s Company of Friends network. She has a B.A in Writing from Wheaton College, and an MBA in Marketing from Babson College.

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