¿Cómo se puede crear una propuesta de valor de software que resuene con los responsables de la toma de decisiones técnicas?

To craft a compelling value proposition, dive deep into your target audience's psyche. Understand their goals, challenges, preferences, and expectations. Delve into technical requirements, standards, and constraints. Uncover their software evaluation process, objections, and common questions. Conduct interviews, surveys, user testing, and analyze customer data. The richer your insights, the more finely tuned your value proposition can be. Tailor it to resonate with their needs and motivations. Precision in understanding your audience is the cornerstone of an irresistible value proposition.

I think there are some key ingredients that the technical decision makers are always looking for nowadays: -continuous innovations: how that specific solution keeps up with with the latest advances in technolgy and the peace of change; -everything you need: the solutions breath and depth covering a large range of customer needs, no matter the industry, can strategically represent the best choice against niche players, proven to ofer better overall value. -unified platform: the perfect "simphony" between Saas and Paas will simplify the technicalities alot and comes with reduced implementation costs, your business safety net to quickly adapt to future changes in the market with superior real-time business insights.

Steve Catchpole shared a method with me long ago on how to refine research at the account level. The idea is straightforward: comprehend their main objectives, the factors crucial to their success, and the metrics they use to gauge progress. Once we comprehend how our services align with the above, we lay the groundwork for our message. But hold on—there's more to be done! We tailor content to make it compelling for each reader by focusing on two aspects: 'Their position within the organization' and 'How the organization measures their success.'

Der wesentliche Faktor in der Zielgruppenanalyse ist nach wie vor der Faktor Mensch. Eine genaue Analyse der innerbetrieblichen formalen und informellen Beziehungen ist unumgänglich. Wenn die „Chemie“ zwischen Personen nicht stimmt, wird es nie zu einem win-win Deal kommen.

More important is to understand the decision flow of your audience, who are the actors, what role do they play in the decision making process and what motivate them, what are their personal KPIs. Not everything lies in the technical or business value but also in the personal value customers look for.

I tend to say that if you engage in a broad discovery, you will enter into a broad sales campaign, meaning, others can do what you can and you will be in competition. Focus on the problems your clients have that you can fix better than your competition to set the tone from the beginning, do not go where everyone else is. To start? list your Unique and comparative selling points, and figure out what problems they are solving, select these as conversation starters

Our software revolutionizes efficiency by streamlining tasks, saving users valuable time and resources. Through robust automation, we empower our customers to achieve unparalleled productivity gains, minimizing errors and reducing operational costs significantly. Unlike competitors, our platform boasts unique features, evident in glowing testimonials and compelling case studies. We stand out by offering a seamless user experience, avoiding common limitations found in other solutions. Our commitment to continuous improvement ensures that our software consistently exceeds expectations, providing unmatched benefits and advantages to our users.

When we talk about outcomes, its important to present cases to support your argument. Everyone likes real cases in the form of stories. Also, emphasizing on similarities is equally important to differentiation from the competition. they want to see are you offering at least equal to your competition if not more and are you tracking/observing your competition closely. However, the most important aspect is your understanding of their domain through references, case studies and past projects/implementations and your inferences/deductions from those experiences.

Highlight Compatibility and Integration: Emphasize how your software seamlessly integrates with existing systems and technologies. Showcase compatibility with popular programming languages, databases, or other tools commonly used by technical teams. Provide Proof Points: Offer case studies, testimonials, or success stories from other technical decision makers who have benefited from your software. Highlight any industry awards, certifications, or recognitions that your software has received.

The old and wise question "What's in it for me?" is still relevant. Your software could provide general benefits, could help companies gain efficiency and reduce costs and these are all good things but there should be something specific for that customer, something your software does and that brings specific value for them

Create a software value proposition that speaks directly to technical decision-makers with clear and compelling language. Articulate how your solution simplifies their workflow, enhances efficiency, and automates manual processes. Clearly outline the unique features and advantages that distinguish your software from others, emphasizing the concrete benefits it brings to their operations. Make it evident that your product is designed to make their lives better by addressing specific challenges and delivering positive outcomes.

You can start of with writing the initial text. Next go to ChatGPT and ask it to rewrite it and make it actionable. In my experience, ChatGPT does an amazing job.

An approach that has been useful for me when looking for language that matters to my customers is to create a word cloud from an earnings call transcript. There is no more reviewed or curated content from a company's executives than an earnings call presentation. It has been built, reviewed, rehearsed, and reviewed by all levels of the company. ELT to Board and back. So when the language comes to us in the earnings call, we consume the complete message. When the transcript is put through a word-cloud tool, then the emphasis is tangible. This approach takes the guesswork out of determining what language matters to a company and can set you on a customer-focused business development path.

Our software revolutionizes data management. No more complexities or delays—effortlessly integrate and analyze data from any source in minutes. Experience the power to keep your systems running smoothly and securely. Say goodbye to downtime and errors. Unlock efficiency, embrace simplicity.

To technical decision makers, data pleases more than compelling language. Its important to include stats that show how your software has helped other clients, and has proven to be better than your competition.

A simple and effective way to test your value propositions is by creating a one-page summary for customer meetings. On this page, outline the main challenges of your prospect, your solution and the value proposition in short, clear sentences. During the meeting, go through the content with your customer and pay attention to their reaction to the value propositions you share. If they do not seem interested, it is a sign that your value propositions might need to focus more on addressing the customer's specific needs. To adjust this, ask the prospect questions such as, "Could this be a solution for you?" or "Does this help you with your issue?" This will help you understand if your offerings align with what the customer truly needs.

Crafting a compelling value proposition is crucial for success. Ensure readability through headings, subheadings, and bullets, emphasizing key points. Leverage visuals like images and videos to showcase software benefits. Solicit feedback from your target audience to refine your proposition, measuring and optimizing based on responses. This iterative process ensures alignment with audience needs, enhancing your software's appeal and effectiveness. Remember, simplicity and engagement are key to a resonating value proposition.

From my sales experience, I showcased with a real story example how our cybersecurity software's value proposition could have saved a retailer from a breach like their competitor's. We crafted headings like "Immediate Threat Neutralization," under which we detailed actual client scenarios where our alerts deflected cyber threats in real-time. This wasn't hypothetical; it was a narrative backed by before-and-after security metrics from a startup that benefited from our platform's vigilance. Our software's value was affirmed by a fintech CTO's feedback, who valued our user-friendly interface for its efficiency, enhancing our value proposition with credible, real-world endorsements.

In my experience, you must back up your claims with evidence. Testimonials, case studies, user stories, and quantifiable metrics (such as ROI figures, efficiency gains, or success rates) provide concrete evidence of the value your software delivers. Real-world examples and data add credibility to your value proposition.

In a world where time is money, our software empowers developers to conquer web application creation and deployment challenges effortlessly. "How can you transform your process?" With our innovative solution, you'll build and launch web apps in minutes, accelerating your development journey. Say goodbye to tedious delays and welcome a new era of efficiency. Why settle for slow progress when you can redefine your workflow? Unleash the full potential of your development team today.

Keep it brief and punchy, with a focus keyword that resonates with your software's function and your audience's needs. For instance, if your software accelerates web application development, a headline like "Revolutionize Your Code: Deploy Web Apps in Minutes" could work well. Incorporate an element of curiosity or urgency, such as "Ready to Speed Up Development?" to encourage immediate engagement. Remember, the right headline can make the difference between a glance and a deep dive into what you offer.

Reducing time and costs is always good for your headline but it has to be concise, straight to the point. If your customers need to "interpret" your headline maybe is not the best possible

Make it tangible. Not just marketing fluff, but concrete qualitative results driven. That will catch their attention and resonate. Ambiguish marketing fluff gets glanced over and forgotten all the time. ie. convert 50% more leads to active cycles...

To craft a compelling headline, start by identifying the most prevalent and significant problem in the industry where you offer your software. Engage with various customers and prospects to uncover recurring challenges. Once you notice a problem mentioned repeatedly, create a concise and impactful headline that directly addresses this issue. Consider phrasing it as a question, like "...tired of doing...?" to grab attention and resonate with your audience.

Even in a world dominated by AI and automation, it's the personal connections that make all the difference. I was reminded of this during a demo of our remote connectivity platform. What started as a routine walkthrough with a CTO evolved into a lively exchange about our mutual interest in the stock market. Chatting about portfolio diversification didn't just break the ice—it highlighted how our platform's versatility mirrors a smart investment strategy. It's these unexpected, genuine moments of connection that truly drive successful partnerships.

When crafting your value proposition, focus on painting a vivid picture of the transformative impact your software can have on your customers' operations or outcomes. Use real-world examples, compelling language, and evidence-based claims to instill confidence in your audience and demonstrate why your software is the superior choice. This customer-centric approach helps establish credibility, resonates with potential buyers, and ultimately drives software sales.

Imagine que está vendiendo un software de gestión de proyectos a una empresa de construcción. En lugar de centrarse en las características del software, como la capacidad de crear cronogramas o asignar tareas, podría centrarse en los resultados que el software puede generar. Por ejemplo, podría destacar cómo el software puede ayudar a la empresa a: Reducir el tiempo de entrega de los proyectos Mejorar la eficiencia de los recursos Reducir los costos Podría citar un estudio que encontró que las empresas que utilizan nuestro software reducen el tiempo de entrega de los proyectos en un promedio de 25% Crear una propuesta de valor que resuene con los responsables de la toma de decisiones aumentará las posibilidades de cerrar el trato