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DEFINING, DELIVERING, AND CAPTURING VALUE |
Target Audiences |
Field salespeople, sales managers, management |
Course Length |
6.0 hours |
Overview
Over the past 10 years, the agriculture industry has undergone significant changes. Suppliers of all sizes have closed shop or consolidated, creating fewer yet larger players throughout the agricultural input systems. Although fewer competitors may seem like an answer to your prayers, in reality, your job is much more difficult. Only the best of the best have survived, and you now must compete head-to-head with some of the toughest competition yet.
To be successful in the highly competitive agricultural marketplace of the 21st century, you must find ways to differentiate yourself from your competitors.
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Knowledge and Skills |
After taking this workshop, you will be able to: |
- Describe the implications of key agricultural trends on your business
- Identify the four types of value
- Create segments of customers based on value
- Quantify the value-in-use of your products and services
- Communicate your differential advantage
- Create an action plan for improvement
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Course Outline |
I. Competing in a changing environment
A.What’s changing in the ag input business?
B. Implications to retailers
C. Responding to change |
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a.Why do great companies fail?
b.Who Moved My Cheese? (Video)
c.Keys to finding the “new cheese” |
II. Understanding Customer Value
A. Value Discovery |
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1. Defining the difference between “salespeople” and “cashiers”
2. Value orientation
a. Understanding the four types of value
b. Questions that uncover customer value
c. Segmenting your customer base
i. Overview of market segmentation
ii. Segmentation video
3. Value quantification
a. Identifying the value we bring (could bring)
b. Quantifying the value of our solutions and services
i. Cost-based approach
ii. Value-in-use approach
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III. Communicating your value
A. Defining your differential advantage |
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1. Product
2. Service
3. Personnel
4. Channel
5. Image
a. Understanding competitors’ strategies
b. Communicating your differential advantage
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IV. Action Planning
A. Marketing improvement initiative
B. Challenge account plan |
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