PCB007 Magazine

PCB-Dec2016

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38 The PCB Magazine • December 2016 As president and CEO, I know that what we do and say impacts the industry from the shop floor to the board room. I take this to heart and make it my mission to ensure that we understand the needs of the industry and communicate solutions. In my experience, hav- ing a strong value proposition creates greater engagement with your customers. This process isn't as formulaic as engineering or building a circuit board, but there does need to be a core message. At IPC, we strive to clearly define and communicate our mission statement and orga- nizational goals. It starts by having a clear brand promise to your prospects and customers. What's in a promise? Clearly define company and/or product ben- efits for your customers. In what specific ways do you help your customer reach their busi- ness goals? Rank your top three to five benefits, focusing on those with the highest impact. If your messaging is weak or unclear, prospects will pass by without stopping to dig further into what you are offering. And, the lesser known your brand or organization, the more impor- tant it is to have a strong value story. Getting this right will boost your sales and marketing efforts. Next, your benefit statements need to be rel- evant to your audience and deliver quantifiable results. Measurable benefits can be increased throughput, reduced errors, improved quality, or new capabilities. For example, improving a customer's process can boost their bottom line. Finally, identify your unique selling points. How is your product or service different than your competition? This is another way to clear- ly communicate your value vs. the rest of the industry. It's not an advertising slogan. Value propositions are meant to be read and understood by the purchasers and influencers you are seeking to engage. It's not an advertising slogan or positioning statement (e.g., "We're #1 Strengthening Your Value Proposition to Boost Organization Success FEATURE COLUMN: ONE WORLD, ONE INDUSTRY by John Mitchell IPC—ASSOCIATION CONNECTING ELECTRONICS INDUSTRIES

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