It’s just common sense that companies that clearly communicate their understanding of the customer’s problem, and then explicitly define their value & differentiation in the context of that problem, have a distinct competitive advantage. Unfortunately, in order to create effective contextual value and differentiation messages, you first need to break down the customer’s problem into […]
An overwhelming majority of marketing organizations adopt the Hybrid Value Model when they decide to support a solution oriented sales strategy. The hybrid model combines both buyer-aligned and seller-aligned perspectives and it supports high level problem-solution messages along with more tactical and explicit feature-function messages.
Feature comparisons and competitive matrices are the core ingredients of effective product centric marketing and selling messages. But unfortunately, when most marketing organizations try to make the transition from product centric to solution centric messaging the focus seems to change from communicating differentiation to one of just describing how their products and services solve the customer’s problems.