April 29

Differentiation, Segmentation Plus Value Proposition

Lead Generation


Seth Godin argues that differentiation and segmentation are selfish because they are seller focused. I agree. A strong value proposition is the only thing that captures the attention of overworked and stressed out decision makers because it connects with their needs directly.

Here’s the problem… most companies have lousy value propositions. Often "value propositions" are simply a description of the offering’s features or capabilities. Or they’re filled with irrelevant information (to the customer) and hype (yawn).

So how do you create a strong value proposition?

So how do you create a strong value proposition?
My friend, Jill Konrath, wrote a article about how to create a strong value proposition and posted up on her website. I posted a link to a free teleseminar that you can listen to from your desk.

Get Jill’s Article
Selling to Big Companies: Value Propositions

Listen to the 1-hour seminar I did with Jill Konrath (at your desk)
Is Your Value Proposition Strong Enough?

Seth’s Blog: Differentiation and Segmentation

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Totally agree!! We should think about what our clients really need instead of trying differentiation!

  2. I agree to the extent that as a seller you need to answer the buyer’s question related to value proposition, “How will doing business with you create value for me?”. However, both differentiation and segmentation are buried in the value proposition.

    Differentiation: If there is absolutely no difference between offerings from suppliers A and B, how can you create any additional value? So as a customer the decision is not based on value proposition at all. A customer needs to know differentiating attributes before understanding the value created.

    Segmentation: This is about understanding specific needs of a set of customers. If a car for young people also has extra room for carrying outdoor gear apart from a great sound system and cool appearance, the manufacturer has created high value for a college student who loves to listen to music in her car but also happens to be an outdoors person. It is a small segment but by meeting the needs of this segment, the supplier has created value by segmenting it.

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