Value Needs

Once the firm's Value Proposition(s) has been identified, then

Value Needs must be identified and/or created in

1.  The Market

2.  The customer account.

Market Research and Surveys can be a source of market value needs.

The closer the match, Value Needs will "pull" your products and services that have been identified as value propositions to fill those needs. 

  An example of identifying a value need could be:

  To sell a particular brand of automobile, the identified value is transportation.

  Unique Needs for transportation must be identified in the market.

   If this is done correctly through advertising, then customers will be drawn to the dealership.

An example of creating a value need could be:

A vendor has an inventory control system.  The value proposition is to lower the cost of inventories.  A prospect's financials are reviewed showing that a higher than normal proportion of costs are devoted to inventories.  The prospect is made aware of this value need.