Monthly Archives: December 2011

The Value of Value

By Steve Robins

Value is Key to Solution Marketing

You might think that the most important aspect of marketing a solution would be what goes into it.  What goes into a solution are just a bunch of pieces, products, or components.  But value is about the benefit and cost of those components to the user or buyer.

Value is equal to the difference between perceived benefit and total cost

More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution.  By perception I mean that the user or buyer must appreciate and want the resulting benefit.  In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.

Value is interesting in many ways, some of which are counterintuitive and not so obvious.  Following are a few important examples – both obvious and not so obvious. Continue reading

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Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Anticipation

By Steve Robins

Anticipation builds customer loyalty.

A few weeks back, I had a few “wow” experiences that demonstrated the power of anticipation.  No matter that they were almost mundane: each experience improved my perception of the brand/company, service or location.  And they offer great lessons for solution marketers.

Anticipation - ketchup in a bottleAnticipated receipt

After filling up with gas at the nearby Hess Gas Station, I saw that the  gas pump’s receipt printer was out of paper – which is a nuisance.  But when I walked into the store to pick up a receipt, the cashier already had my receipt ready – before I could utter a single word.  Wow!  I’d say that I was actually more impressed with her anticipating my receipt needs than I would have been had the printer actually had paper.  I’ve been filling up at this station because they had competitive gas prices.  Now I’ll do it because they have great service as well.   Continue reading

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Filed under Case Studies, Software marketing, Solution, Solutions, User research