A.M.P. PROGRAM

VALUE DEFINITION

The best image for defining value is that of a lever.  A lever is one of the 6 classic “simple machines” that change the magnitude of force.  This very definition describes a value lever.

Your value lever is the difference between your solution, whether it be a product or service, and that of your competition.  It defines your uniqueness.  It provides monetary purpose to your pricing.  It is the reason why a prospect would choose your solution over everyone else’s.

And it is dynamic.

Some companies are drawn into believing their core competencies are their value.  Best quality, fastest service or cheapest price.  Few companies actually develop a value lever within their own core competencies.  And if they do, they do not want to sell their competency.  They must sell their solution.

As Theodore Levitt once said, "People don't want a quarter-inch drill, they want a quarter-inch hole."

Attempting to be all things to all companies is a fool’s errand.  Few companies have this capacity and most did not start in this mode.  The best approach is to find the optimal niche and then use your value lever to build a dominant position.

Questions Your Prospects Will Ask Themselves

• Why use your company?
• What will this <value> do for me?
• Is the <value> worth the investment?

If they cannot answer these questions, the prospect will nullify your value lever and attempt to make you compete on price.  This is a tough trap to escape.

Questions For You

What is your strongest value lever?

Can your sales team articulate your value?

Can your marketing department convey your value?