Comment mesurez-vous l’efficacité de votre proposition de valeur ?

The first step is to truly understand the edge you provide. It's OK to overly niche down to start. Then, look at the market, and try to align your UVP to a real, urgent market need that is big enough to support your business growth. You should be able to quantify the value you bring and compare it to alternative solutions. Last step is to phrase it in a way that creates an emotional reaction. Talk to 30-50 buyer persona, integrate their jargon within your value proposition, A/B test phrasing, etc. When your UVP is on point and optimize, you'll hear "That's right" from everyone involved in the value chain. The destination you are selling will make sense, generate curiosity to learn more and a FOMO leading to a easier close.

At Segmentable, we analyze consumer segments and their needs. We identify the features that address these needs and then look at each competitor to see how they fulfill them. Through this competitive analysis, we assess which features our client's product has and how they cater to different audiences. This process helps us understand which competitor features exist and which of our client's features are advantages for specific audiences. By understanding both the needs and our strengths, we develop a strong Unique Value Proposition (UVP).

It is also important to understand why your customer is buying, specifically, what psychological buying behaviors guide their purchase decision. Does your value proposition address those needs? For example, does your value proposition focus on the Hand buyer? Head buyer? Heart buyer? Aligning this with the criteria above will make you more successful.

To measure your value proposition's effectiveness: Customer Feedback: Gather input to gauge resonance. Metrics: Track CAC, CLV, conversion rates, and satisfaction scores. Competitive Analysis: Assess differentiation. Market Research: Stay attuned to customer preferences. A/B Testing: Experiment with variations.ROI Analysis: Calculate cost-effectiveness and profitability. These strategies provide valuable insights to refine and optimize your value proposition over time.

Set goals that resonate with your company’s ambitions, like revenue growth or market expansion. Segment your customers to hone your value proposition, making it pertinent to their needs. Capitalize on your unique selling points for a competitive edge. Ensure your value proposition addresses customer needs, solves pain points, and showcases benefits backed by thorough customer research. Communicate clearly, emphasizing customer benefits with persuasive, action-oriented language. Keep your value proposition consistent across all channels for brand coherence. Stay adaptable, refining your message with market and customer feedback to keep your offering compelling and relevant.

While collecting feedback rely more what they do versus what they say. Customers will usually share symptoms of thier pain points and may miss root cause of the pain. You have to spend time diving deep and observing them in addition to intentional listening to get to root problems they need help with.

I'm not sure how else you could reasonably measure the effectiveness of your value proposition without talking to prospective and current customers. What THEY say you do is what your perception is, like it or not.

I have used software tools to automate NPS and then send the data back into HubSpot / Salesforce to make the CSM proactive in the engagement.

Don't overlook the opportunity to gather qualitative data about your value proposition from your customers. There may be instances where you find patterns as to what your buyers like about your offering that you were unaware of. For example, you may be emphasizing your competitive pricing, and you learn that your customers actually tend to choose your product because of your reputation for smooth implementations. Also, don't forget to ask why they selected you over your competitors.

Utilize surveys to assess the alignment and clarity of your value proposition, ensuring brevity for better response rates. Conduct in-depth customer interviews for detailed insights into their experiences and perceptions. Measure satisfaction and loyalty using Net Promoter Score (NPS) to gauge the likelihood of customer recommendations. Analyze reviews and testimonials for direct feedback, responding promptly to negative comments. Employ customer journey mapping to identify experience gaps and optimize your value proposition to satisfy customer needs at every touchpoint.

Track the conversion rate to gauge how well your value proposition motivates desired actions. A low churn rate implies customer satisfaction and a strong value proposition. Customer Lifetime Value (CLV) reflects successful retention and repeat business, suggesting a resonant value proposition. Customer Feedback Score (CFS) shows satisfaction levels, letting you know about the efficacy of your offerings. Monitor these KPIs, acquisition costs, NRR, GRR, and NPS to understand your value proposition's impact, driving engagement and business success. Use feedback for continuous refinement to ensure alignment with customer expectations and market demands.

Analyzing KPIs such as conversion rate, churn rate, CLV, and CFS provides valuable insights into the effectiveness and delivery of your value proposition, aiding in continuous monitoring and evaluation of customer acquisition, retention, and satisfaction.

One great way to measure your value proposition is to gather ongoing customer data that is relevant to your supporting business case. With that, you can show various points in time, tactically measuring ongoing progress towards the value projected, highlighting where customers are on track, and where they are not.

Utilize A/B testing to gauge which aspects of your value proposition resonate most with customers. Use the Value Proposition Canvas to align your product’s benefits with customer needs, identifying areas for enhancement. Apply the Lean Startup Methodology to iteratively develop your value proposition, learning from customer interactions and feedback to create an MVP that meets market demands.

Regularly testing and optimizing your value proposition through methods like A/B testing, the value proposition canvas, and lean startup methodology ensures continuous improvement based on customer feedback and data, minimizing waste and maximizing value delivery.

The effect of a Value Proposition (VP) on your product/service can be measured with what I term 'Historical Sales Data' - it is the differential derived from sales data pre-implementation and sales data post-implementation of the VP. The figures arrived at can then be further tested with the figures retrieved from competitors and a ranking done in the industry (or focus market).

Assess your organizational rapport What is your level of rapport at all levels of the client or organization? For marketing, sales, delivery, long-term relationships, and success. Rapport must be built and assessed at all levels of the organization. Organizational Rapport. From the reception staff, administration, line staff, managers, executives, and c-suite, do you or your team have the organizational rapport to navigate, negotiate, communicate, and social engineer for success and reaching your goals. Assessing your organizational rapport is not all science nor all art. When your client needs help do they call you first? Can you call them for help? Is the relationship a partnership? The organizational rapport journey is essential.

Engage with customers through interviews and focus groups to gain insights and align your value proposition with their needs. Conduct competitor analysis to keep your offering competitive. Use market research to adapt to changing conditions and customer preferences. Gather employee feedback, particularly from those in customer-facing roles, for additional insights. Utilize social media and sentiment analysis for real-time feedback, adjusting your value proposition to meet customer expectations and maintain market relevance.

Sales, Sales and then Sales. Any GTM should mostly be measured by the generation of new sales and recurring sales. If you aren't growing your revenue your GTM strategy isn't working. It's always that simple.