Selling Fundamental Course PDF

**[Value pillars vs value propositions?]** ------------------------------------------------------ Have you ever noticed how some brands effortlessly attract and retain loyal customers while others struggle to make an impact? This difference often stems from how effectively a brand communicates its...

**[Value pillars vs value propositions?]** ------------------------------------------------------ Have you ever noticed how some brands effortlessly attract and retain loyal customers while others struggle to make an impact? This difference often stems from how effectively a brand communicates its unique value, not just what it sells. Compelling value pillars and propositions are essential; without them, even the best products can go unnoticed by those who would benefit most. So, what is the difference between a value pillar and a value proposition? ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ### **[Value pillars vs propositions]** **Value Pillars** A positioning strategy that introduces solutions to a prospect's business challenges rather than sell them a product. Strategically communicates a company's overall advantage in a competitive landscape Intentionally appeals to a broad range of business models without being tied to any single product or feature Narrows the focus of the prospect's potential solution providers in the early stages of the sale process Think of a value pillar as a lighthouse cutting through the fog, guiding prospects toward their destination. The clearer and stronger the value pillar, the deeper the connection the prospect will develop with the company as the solution provider. **Value propositions** A positioning strategy that introduces a specific product as the solution to a prospect's business challenges. Communicates the unique advantages and specific strengths of the product or features Directly addresses how the product or service meets a need or resolves a problem Explains why the product is superior to alternatives available in the market Narrows the focus of the prospect's purchasing decisions within a solution provider's product offerings Think of a value proposition as signal buoys that provide navigation for the prospect to reach their dock. The more specific and customized the value propositions are, the deeper the connection the prospect will have with envisioning the company's products as ideal solutions for improving their business processes. **What are Shopify's value pillars?** ------------------------------------- The extensive value provided by Shopify\'s commerce platform has prompted the development of "value pillars," which group specific value propositions. 1. 2. 3. Before we dive deep into each pillar, let's define the themes, primary message, and secondary message. **Speed and Agility** #### **Themes** - - #### **Primary message** Go to market faster and with more agile solutions designed to make selling easier across B2C, B2B, and Retail. #### **Secondary message** Increase checkout conversion, and discover new channels for customer acquisition. **Operate with confidence** #### **Themes** - - - #### **Primary message** Easily manage complexity as you scale while maintaining control of total cost of ownership, resources, and security. #### **Secondary message** Create a seamless online storefront, and utilize the best in class operating system with exceptional platform **Innovation you can customize** #### **Themes** - - #### **Primary message** Build and customize a unique customer shopping experience on top of the world's best commerce operating system #### **Secondary message** Go international and discover the power of Shopify integration Shopify's value pillars are designed to **introduce solutions to the buyer\'s problems rather than sell them a product.** This means that more clarity about their challenges = better positioning. When a Partner positions Shopify, they must uncover the prospect\'s current challenges in order to select the value pillars that will resonate most with the prospective merchant. **The challenges that make up the pillars** ------------------------------------------- Now that we have an overview of the Shopify value pillars, let\'s explore the unique challenges merchants encounter within each pillar. We will also examine the corresponding Shopify solutions and the related products or features designed to address these issues. ### **Value pillar 1: Speed and agility** Merchants face the challenge of growing revenue while maintaining platform performance. +-----------------------------------+-----------------------------------+ | **Business challenges** | **Shopify's solution/ Value | | | proposition** | +===================================+===================================+ | - - - | **Checkout conversion:** | | | | | | Shopify checkout converts up to | | | 36% higher than other platforms, | | | which allows businesses to | | | increase topline revenue and | | | ensure they never lose a sale due | | | to platform performance or | | | security. | +-----------------------------------+-----------------------------------+ | - - | **Customer acquisition**: | | | | | | Expand and capture your customer | | | base for less with smarter | | | analytics and tools enriched by | | | Shopify's data network. | +-----------------------------------+-----------------------------------+ | - - | **Omnichannel:\ | | | **Shopify allows businesses to | | | sync their online and retail | | | systems from an all-in-one | | | platform that's fully | | | customizable. | +-----------------------------------+-----------------------------------+ ### **Value pillar 2: Operate with confidence** Merchants face the challenge of providing a seamless and brand-consistent shopping experience, while ensuring platform usability, reliability, team efficiency, and cost control. +-----------------------------------+-----------------------------------+ | **Business challenges** | **Shopify's solution/ Value | | | proposition** | +===================================+===================================+ | - - - | **Online storefronts:** | | | | | | The world's best stores are built | | | on Shopify, allowing businesses | | | to build any commerce experience | | | imaginable with a uniquely | | | preferred stack. | +-----------------------------------+-----------------------------------+ | - - | **Operational excellence:** | | | | | | Shopify allows businesses to make | | | smarter investments with a | | | commerce-first operating system, | | | so they get the most out of your | | | development team and campaign | | | dollars. | +-----------------------------------+-----------------------------------+ | - - | **Platform performance:** | | | | | | Shopify platform performance | | | converts and is trustworthy to | | | handle the biggest enterprise | | | sales seasons. | +-----------------------------------+-----------------------------------+ | - | **Cost optimization or TCO:\ | | | **Decrease your total cost of | | | ownership, with accelerated | | | acquisition and conversion, | | | globally scaled infrastructure, | | | and solutions designed for | | | growth. | +-----------------------------------+-----------------------------------+ ### **Value pillar 3: Innovation you can customize** Merchants face the challenge of finding an integrated, cost-effective software solution that simplifies management across international markets and seamlessly integrates with essential tools. +-----------------------------------+-----------------------------------+ | **Business challenges** | **Shopify's solution/ Value | | | proposition** | +===================================+===================================+ | - | **International and | | | localization:** | | | | | | Global growth without limits: | | | Scale your business and | | | streamline operations with the | | | platform built for global | | | success. | +-----------------------------------+-----------------------------------+ | - - | **Integrations:** | | | | | | Commerce software designed for | | | connectivity so you can easily | | | and quickly bridge the world's | | | best commerce capabilities into | | | their tech stack with flexible | | | integrations, open APIs, and | | | robust ecosystem. | +-----------------------------------+-----------------------------------+