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Speaker Bios
- Lisa Dennis
- Charles Dennis

Title: Value Propositions that Hook Customers

Speaker: Lisa Dennis, President, Knowledgence Associates

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 presentation 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.

What 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. To develop and deliver benefit statements that not only make you stand out, but creates action in the customer’s mind

Who Should Attend:

Presidents/CEOs, Business Owners, Sales and Marketing professionals, Business Development professionals