Chamber Open EDGE
Topic: The Secret Ingredient to Small Business Growth - A Unique Value Proposition
Discussion Leaders: Steve Rankel
In 2004, Steve Rankel published “The Value Proposition Toolkit: Finding the Elusive Killer Value Proposition.” It offered a roadmap to identifying the unique value your product offers the market, how to measure that against what your customers value, and what to do if there is a mismatch.
Since then, Steve and his colleagues have interviewed and worked with over one thousand B2B buyers to understand what THEY valued most, why they bought slow or fast, and what didn’t matter to them at all.
While the fundamentals of crafting and communicating an effective value proposition may be fairly universal, some important things have changed recently. Come, join us as we uncover:
1. The surprising truths around what buyers value today
2. Where the best value propositions come from
3. The difference between positioning and a value proposition
4. The #1 mistake marketers make when creating their value proposition
5. How to validate what customers and buyers value in your market
6. The ring of enlightenment- the key stages in a buyer’s journey to purchase, and how a mismatched value proposition and marketing can slow or outright stop a sale
7. How to use these insights to create content and messaging that matters
Steve Rankel is a veteran strategist, product marketer and John Deere tractor nut. He has founded and helped run several B2B marketing and research firms, yet still can’t swim a sub-30-second lap. He lives in Boston with his family, up to nine woodchucks, and a bunch of unused woodworking tools.
The Chamber EDGE is a self-directed group with a mission to focus on networking, education and relationship building. The group is comprised of Chamber members who are experts in their field and exhibit a willingness to educate, discuss, grow and engage with their peers. The Chamber Open EDGE meets on the second Tuesday of the month at the 110 Grill in Chelmsford from 8:30am-10:00am (unless otherwise noted on the Chamber event calendar).
This is an interactive session. Please come prepared with any questions that you have and a willingness to share tools and methods have worked for you and your business.
The Greater Lowell Chamber’s mission is to provide opportunities for our members through education, marketing, networking and advocacy. This event features opportunities through education.