CONCENTRAR uma organização no que é essencial

"what good is a killer value prop if your targeted decision makers don't hear it, understand it or see why it should matter to them? If your value proposition is great on the proverbial drawing board - even great in your brochures and web site - but is not conveyed or contextualized for the real buyers you need to connect with, your program will fall short of expectations or fail outright.

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In most cases, the application of your promise of benefits (the essence of your value proposition) to specific client situations is a task that falls to your direct sales force." (Moi ici: where the rubber meets the road)

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No strategy can be fully developed if the primary customer-facing employees - the salespeople - don't adjust their skills and tactics to fully exploit that strategy."

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Daí o subtítulo do nosso livro, CONCENTRAR uma organização no que é essencial. Por exemplo, concentrar, focar a actuação da equipa comercial no que é essencial. Será que a equipa comercial tem a experiência e as ferramentas para vender uma nova proposta de valor quando foi moldada e educada a vender outra proposta de valor?

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Trecho retirado de "Value Prop" de Jose Palomino.