“Companies succeed by delivering more value to customers than their
competitors, consistently.”
Lee Williams
THINK DIFFERENTLY MASTERCLASS SERIES
Growing sales through customer value.
WHY ARE YOU HERE?
Series of 6 workshops focused on
growing sales through customer value.
1. Customer Value & Sales Strategy
2. Emotional Benefits
3. Functional Benefits
4. Monetary Costs
5.
Search & Time Costs
6. Psychic Cost
WHY LISTEN TO ME?
• Trained as a scientist
• 33 years in Sales & Business Development
•
Filters - Global Logistics Solutions
• MBA & DBA from AMBS
• £500m in contract negotiations
• B2B and B2C sales experience
• Oil & Gas to Financial Services
•
FTSE100, AIM, SME & OMB
• 5 Private equity deals
• PR Software
• Travel Insurance
• Asbestos Remediation (x2)
• Environmental Testing
• 2 CHASM failures
AGENDA
1. SALES - WHAT ARE YOUR OPTIONS
2. CUSTOMER-FOCUSED STRATEGY.
3. WHY VALUE IS IMPORTANT.
4. CUSTOMER TO SHAREHOLDER VALUE.
5. DIFFUSION OF INNOVATION & VALUE
6. VALUE QUOTIENT
04/04/2021
© JOWSA Consulting 2021
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SOME HOME TRUTHS…
• Everybody is in sales.
• Not everyone can sell.
• Not everyone will love your product.
• People will waste your time.
• People will lie to you.
• People will rip you off.
• You will get desperate.
• You will get angry.
• You will have highs and lows.
• In sales you need perseverance!
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© JOWSA Consulting 2021
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SALES - WHAT ARE YOUR OPTIONS?
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© JOWSA Consulting 2021
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Do it yourself.
Find someone to do it for you.
Find someone who already has your customers.
CUSTOMER-FOCUSED STRATEGY
Differentiation Strategy
Niche Strategy
Cost Strategy
Competitors
Channels
Customers
• Who are your customers?
(Segment, Target & Position).
• What channels are best to
connect with your customers?
• Who are your competitors
and what are their strengths?
04/04/2021
© JOWSA Consulting 2021
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WHY VALUE IS IMPORTANT
• Companies compete by trying to deliver consistently better value
to customers than their competitors.
• To do this we must:
• understand customers’ requirements fully
• create and deliver better solutions to customer problems than
competitors
• Value creation and delivery is a network achievement
• Value is also related to the contextual application of solutions to
customer needs/problems:
• e.g. a trip to McDonalds for your 8 year old daughters birthday.
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© JOWSA Consulting 2021
CUSTOMER TO SHAREHOLDER VALUE
•What do they want?
•What do they not
want?
•What options do they
have?
Customer
Value
•Value confirmation
•Test and refine
•Testimonials
Users
•Market confirmation
•Monetization
•Value Quotient
Customers
•Acceptance
•Revenue growth
•Resist competitors
Loyal
Customers
•Making money
•Life time value
•Value agility
Profitable
Customers
• Leverage customer
value
• Growth multiple
• Dividend
Shareholder
Value
Diffusion of Innovation
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© JOWSA Consulting 2021
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Acquisition > Retention > Development
DIFFUSION OF INNOVATION & VALUE
Innovators
2.5%
Early Majority
34%
Late Majority
34%
Laggards
16%
Early Adopters
13.5%
Early market – Features & Benefits
Mainstream market – Benefits v Sacrifices
Emotion
Function
Cost
Skepticism
Risk
Minimum Viable Product (MVP)
Optimum Viable Product (OVP)
Adapted from Moore, S. (2014) Crossing the Chasm & Rogers, E.M. (2003) Diffusion of Innovations
THE CHASM
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© JOWSA Consulting 2021
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Sacrifices
Benefits
VALUE QUOTIENT
Value =
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© JOWSA Consulting 2021
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Next time…
Sacrifices
Benefits
Value Quotient
Value
Functional benefit + Emotional benefit
Monetary costs + Search & Time costs + Psychic costs
=
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© JOWSA Consulting 2021
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Sales is like rolling dice,
just make sure you keep
eye on them and load
them in your favour.
Dr Lee Williams
JOWSA Consulting Ltd
Woodgarth
Tallentire
Cockermouth
CA13 0NR
M: 07980 598746
E: lee@jowsa.com
www.jowsaconsulting.com
"The way to get started is to quit talking and begin doing."
Walt Disney
THINK DIFFERENTLY WORKBOOK SESSION 1
Growing sales through customer value.
Why are you here?
Company Questions
Write your answers here.
Why have you attended
the session?
What do you hope to
achieve following the
session?
What worked for you?
What didn’t work?
What else would you like
to know?
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© JOWSA Consulting 2021
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What is your purpose?
Company Questions
Write your answers here.
Why are you starting or
what brought you to start
your business?
What do you hope to
achieve? What are your
goals?
What does your business
do?
How does it do what is
does?
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© JOWSA Consulting 2021
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Customer-focused Strategy
Company Questions
Write your answers here.
Describe your customers
or customer segments.
What channels will you
use to reach these
customers?
Which competitors
operate in these
markets?
How else might
customers solve their
problems or spend their
money?
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© JOWSA Consulting 2021
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Your Value Quotient
Company Questions
Write your answers here.
What do customers value
in your products or
services? What is the
problem or opportunity
they are trying to solve?
What benefits do
customers gain from
doing business with you?
What sacrifices do
customers accept in using
your product or service?
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Where are you on the chart?
You love it
You hate it
Customers’ love it
Customers’ hate it
Slap yourself!
Find someone who
loves it to sell it.
All systems go!
Keep going.
Rethink!
Should you hate it?
Let it go!
Start again.
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