Finding Your Focus and Telling Your Story in Your Value Proposition

At Bizmanualz, for years we have helped companies improve their business results by improving their operations with policies and procedures, and with strategic process improvement consulting when asked.

Now as customers demand it, we are focusing more resources on our consulting practice. In addition to expanding our business policies and procedures publishing on-line, three experienced consultants—I am one—help clients reach their strategic objectives; typically growth and/or exit, via increases in operational efficiency and sales.

My focus is, and for years has been, marketing, especially business-to-business (B2B) marketing. Effective marketing work typically starts with strategy; developing and testing a company’s story, otherwise known as its value proposition. A value proposition is really about focus. Focus comes from asking and answering big questions: ‘What exactly do you do, and for whom? Why are you better or different than competing solutions? Do your customers see your value proposition the same as you do? What do customers say they actually pay for?’ (See my series of posts on deploying a New Business Council to weigh what new business you will pursue, and to ration what resources you use.)

We test a company’s value proposition with in-depth interviews with our clients’ current and past customers.  Invariably we expose gaps between our clients’ view of their value, and their customers’ view.  It’s an eye-opener. And it helps clients focus on what is important to their customers.

By clarifying a company’s value proposition, we help our clients redirect resources to projects that are in line with their strategy, getting  them closer to their growth or exit goals.

Next in this thread: With Focus Comes Growth – Lead Generation

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About Bizmanualz
Bizmanualz has been at the forefront of deploying business best practices since 1995 delivering Policies, Procedures and Forms; quality systems implementation; and strategic business process improvement to help business owners achieve the growth and expansion they envision.

Learn more about Bizmanualz solutions:

• Policies & Procedures Manuals
• Strategic Process Improvement
• Quality Training Courses

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This article can be reproduced freely ONLY with the following attribution:

Originally published in 2009 by Bizmanualz, Inc. under the title Finding Your Focus and Telling Your Story in Your Value Proposition. All rights reserved. Reproduction permitted with attribution only. www.bizmanualz.com