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Compelling Value Propositions | Marketing | Training Programs

Here's some detailed information on our live virtual marketing training program, Compelling Value Propositions. If you'd like to know anything else about this or our other training programs, don't hesitate to get in touch. Just fill out and submit the form to the right and we'll get back to you within 24 hours. Or call us directly at 888.243.0461.

Program Name

 

Compelling Value Propositions

Course Description
 

This program starts by examining the characteristics of a buying process and how to decode, or map, a buying process for a specific target market.  Factors such as trigger events, stakeholders, and value drivers are considered.  The program provides an approach to understand the dynamics of a buying process in terms of what a specific market values and how different stakeholders typically engage with potential third-party suppliers.  A model is introduced to categorize different market buying styles, along with strategic keys for capturing market share in each category.

The overall buying process is then studied, resulting in a map of individual buying process steps.  For each of these steps the key players and their individual value drivers, motivations and concerns are analyzed.

With the buying process as the backdrop, the program then offers approaches to create or classify marketing value propositions and key messages.  Using a proprietary tool developed by 3GS, these messages are matched to the target market to gauge their relative resonance.

Marketing vehicles are then reviewed to determine which messages should be communicated and/or stressed at what stage of the buying process and to which of the key stakeholders.

Participants leave the program with a complete communication matrix that matches primary and secondary messages to markets by marketing vehicle, and stage of the buying process.

During the program, participants will consider all channels for communication of the marketing messages including the sales force itself and supporting sales collateral. 

Duration
 

Five 75-minute live virtual modules, typically delivered one per week, and each followed by a Work Assignment of about 45 to 60 minutes

Prerequisites
 

None

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