“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
3
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!
04/04/2021
© JOWSA Consulting 2021
4
SALES - WHAT ARE YOUR OPTIONS?
04/04/2021
© JOWSA Consulting 2021
5
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
6
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 ful