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Confidential© Equiteq 2015 equiteq.com
Growing equity, realizing value
8 Levers Webinar Series
Market Proposition Webinar
Confidential© Equiteq 2015 equiteq.com
Why should I buy from you?
Confidential© Equiteq 2015 equiteq.com 3
When we look at a consulting firm we use our Equity Growth Wheel
Market Proposition
IntellectualProperty
Quality ofFee Income
Sales &MarketingProcess
ConsultantLoyalty
ClientRelationships
Sales &Profit Growth
ManagementQuality
EquityGrowthWheel
Confidential© Equiteq 2015 equiteq.com 4
The importance to Prospects• A client is more likely to buy your services –
and pay higher fees – if they can see a significant return on their investment and can understand the benefits you deliver
The importance to Buyers:• Buyers are attracted by a focused set of
propositions that deliver value and are aligned with a clearly defined set of client needs.
• Such propositions are easily understood and drive up fee rates & volume
The Market Proposition lever answers the question, “Why should I buy from you?”
Market Proposition
IntellectualProperty
Quality ofFee Income
Sales &MarketingProcess
ConsultantLoyalty
ClientRelationships
Sales &Profit Growth
ManagementQuality
EquityGrowthWheel
Confidential© Equiteq 2015 equiteq.com 5
Your UVP will inform all of your marketing, and your web-site is your premier shop window
Examples of strong UVPs on web-sites
• Whether it's maritime platforms, land equipment or aerospace, we help organisations:– Identify and prioritise key drivers of cost, quality
and schedule adherence– Increase performance by 20% to 50%
• Using our marketing automation and analytic solutions we help organisations gain real time intelligence with typical results:– 40% customer account increase– 3x increase in traffic– 135% increase in customers
Examples of weak UVPs on web-sites
• We add value to your IT strategic planning to create a tailored solution for your needs
• We specialize in operational risk assessment… • We provide organizational consulting…• We’re experts at Market Intelligence…….
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A compelling Unique Value Proposition contains three essential elements
1. What are the problems our clients face?• They don’t know what their business is worth• They don’t know how to find the best buyer• They don’t know what risk a buyer would see in their business
2. How do we solve these problems?• We provide a valuation for their business• We know the buyer community• We analyse the risks and help them plan a mitigation strategy
3. What are the benefits?• We get the best possible deals for our clients when they want to
sell
What problems do your clients face?
How do you solve these problems?
What are the benefits?
Confidential© Equiteq 2015 equiteq.com 7
EXAMPLE: Capacitas have used their UVP as the basis for improving their web-site, creating a compelling video, and writing case studies
http://www.capacitas.co.uk/
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For your Market Proposition homework try these Start, Stop, Continue strategies
Explain in three jargon-free sentences what you do, and the benefits you deliverStart
Stop
Continue Creating content which showcases the benefits of your services (e.g. videos, articles, case studies)
Putting your technical expertise at the start of your sales messages
Confidential© Equiteq 2015 equiteq.com
Please make use of our free thought leadership material
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Confidential© Equiteq 2015 equiteq.com
Growing equity, realizing value
UK +44 (0)203 651 0600USA +1 (212) 256 1120Singapore +65 6352 7482Email [email protected]
www.equiteq.com
