Most business owners believe that they know the value they provide to their clients. Invariably however the client's perception of that value is different. Sometimes quite different.
I was working with Bill, the owner of a company manufacturing soaps and body washes for hard-code yoga enthusiasts (They are called, 'yogis'). Bill wanted to sell his product by the case to yoga studios. His initial proposed value proposition was that his products would provide the yoa studio with an additional source of revenue and profit. Bill had already convinced a few studio owners to try his product.
Well clients say the darndest things. We interviewed the studio owners and discovered that their perspective was quite different from his: This is a product designed specifically to meet the needs of a hard-core yogi. It cannot be found at Wal-Mart or Target or even Whole Foods. It brings the hard-core yogis into the studio when they otherwise have no reason to come in. By carrying Bill's product, the Yoga studio now gets a chance to engage with the hard-core yogis, telling them about new classes, products, etc.
This one little insight drastically changed Bill's messaging and made it more effective. Our Buyer Highway Framework allows us to uncover these insights and more.