Description:
Provide participants with an understanding of why value matters more than price, the three primary dimensions of value, what does value mean to a client, and what it means to have a value mindset equipping sellers to engage in value-based conversations at the executive level

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Performance Impact:

• Gain entry at executive level

• Proactive deal creation

• Improve margins

• Improve win rates​

 

Key Deliverables:

• Understanding three primary dimensions of value (economic, stakeholder, environmental)

• Frameworks for targeting and delivering value

• Key steps in targeting value

• The difference between value drivers and levers

 

Course Outline:

 

Introduction:

• What the course is about

• What business developers should be able to do after completing it.

• Why change how we sell to clients

 

Defining value:

• Price vs value

• What is price?

• How value differs from price

• Defining value (includes a 30-minute activity)

• What value means

 

Why it is imperative to focus on value:

• How value builds trust

• The significance of trust in consulting relationships

• What it means to be a trusted advisor

• The journey to becoming a trusted advisor

• Value creation unlocks the door to building trust

 

Types of value (economic, stakeholder, environmental)

• How economic value is created

• Three ways to create economic value

• Client-centric value definition

 

How to target and deliver value

• Who should target and deliver value and when

• The steps to targeting and delivering value – big picture

 

Step 1 – Gaining a thorough understanding of the Client Context

• Industry research:

o    Industry trends

o    Competitive intelligence

• How to conduct research

o    Data and information sources

o    Data and information gathering real-time

o    Conducting interviews for deeper insights

o    ESG and Sustainability

o    Why ESG and Sustainability matters

• Client research:

o    Company profile

o    Business and economic models

o    Value drivers

o    Mapping key stakeholders / decision-makers

o    Conducting client change readiness / cultural norms research

• Investor expectations / shareholder analysis

 

Step 2 – Identify Value Creation Opportunities

• Issue-based problem-solving

o    Issue-based problem-solving steps

o    Issue-based problem solving tools and how to use them

o    Issue-based problem solving activity (90-minute activity)

• Confirming and refuting hypotheses

• Leveraging Gen AI for issue-based problem-solving

 

Step 3 – Agree on Value Creation Opportunities to Achieve Client Outcomes

• Value map definition

• How to build a value map

 

Step 4 – Prepare a Value Proposition

• Value proposition definition 

• Introduce the 6 Characteristics of a Compelling Value Proposition

• Evolution of a Value Proposition

• Value Proposition purpose

• Sample value proposition 

• 15-minute activity on the relevance of value propositions

• How to craft an effective value proposition - 

• More Value Proposition components and considerations

 

Step 5 – Construct a Business Case

• Definition of a business case

• Components of a business case

 

Step 6 – Present a Roadmap for Value Creation to the client

• What you bring to the meeting (value map / value realization plan)

• Skills / knowledge to demonstrate during the client meeting

• What the client expects to hear from you

• How to tell a value story

• Value realization plan

• Update key client stakeholder / decision-makers mapping

• How to know if the meeting was successful

 

Step 7 – Agree on Partnering Arrangements

• Types of commercial arrangements

• Types of contractual arrangements / consulting fees

• Value-based agreement definition

• How value-based agreements work

• Value-based agreement examples

• Value-based agreement risks

• 90-minute case study activity involving Value Based contract

• Client experience:

o    The significance of the client experience

o    Client experience definition

o    What client experience includes

o    Why client experience matters

 

Step 7 – Agree on Partnering Arrangements (continued)

o    How clients differentiate based on experiences

o    Client experience vs customer service

o    Managing relationships – up, down, and laterally

o    How to measure client experience

o    Quantitative and qualitative client experience measures

o    What makes for a great client experience (actions and behaviors)

 

Step 8 – Prepare client proposal / SOW and secure contract

• Proposal / Statement of Work input

• Contract input Do’s and Don’ts

• Value language input

• Working with client’s procurement office

• Securing the contract

 

Step 9 – Establish tools to monitor and measure the value to be delivered

• Value monitoring and measurement tools

• Value Realization plan

• Monitoring and measurement tools for consideration

• Key Performance Indicator (KPI) Dashboard tools

• Microsoft Power BI

• Tableau

• Balance Scorecard (BSC)

 

Step 10 – Mobilize for project / build project workplan / determine client working relationship

• Mobilize definition

• Why an effective mobilization is important

• Mobilization activities – 1st engagement week

• Team onboarding session and activities

• Establish executive alignment

• Understand the client’s issues/challenges

• Review contract documents

• Prepare a value delivery plan

• Assign roles and responsibilities

• Establish a governance structure

• Establish a change management approach

• Create project workplan

• Conduct initial client meeting – understand client expectations

• Familiarize teams with value tracking tools

 

Step 11 – Deliver services and transfer knowledge to key client stakeholders

• Client relationship lifecycle – where delivery fits in

• What Delivery is about:

• Deliver phase activities

• Core execution activities

• Change management activities

• Value tracking, risk management, quality assurance

• Risk management

• Creating a risk management log

• Issue escalation management

Step 11 – Deliver services and transfer knowledge to key client stakeholders (continued)

• Knowledge transfer to key client stakeholders

• Key knowledge and skills to transfer

• Performing knowledge transfer

• Leverage design thinking during Delivery

• Leverage Generative AI during Delivery

• Assets to support delivery

 

Step 12 – Confirm value delivery / transition and follow up

• Project debriefs

o    Internal debriefs

o    Internal debrief meeting agenda and questions

o    Client debriefs

o    Client debrief meeting agenda and questions

• New opportunity identification

• Proactive follow-on work

• Account planning

o    Account development

o    Account development implementation

• Three-prong strategy to cultivate and expand C-suite relationships:

o    Eco-system building

o    Code-breaker mindset podcasts

o    Voice of the customer

 

 

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