As design agencies face more and more competition in selling their design services, they are now looking to areas where they can add design value for clients (and get paid for that added value).
For years now advertising / marketing gurus speak about something called USP (unique selling proposition). This has based on assumptions that an area of a product / service could have a unique resonance with a particular market demographic.
Value proposition – what is it?
Value proposition is the promise of a value to be delivered to a client. True value proposition works when the receiver of the value (client) has acknowledged that they have received value from the product or service.
A value proposition can apply to an any organisation, products or services.
Preparing value proposition is part of a business strategy. Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.
Design value proposition – what is it?
A design value proposition is written from a working analysis of your client and your competitors. From these you can identify what value design can add to your clients’ business. Value that you know your competitor don’t offer.
The design value proposition has three important key statements.
- The areas that a client values.
- How a designer can offer services to enhance and communicate the value to customers
- Example of success that the designer has had in project with a peer.
Design value proposition – how to use it?
The design value proposition is not a statement you put on your website, however it does guide your submission and pitches to clients. Its structure is the structure you use in pitches. You begin by showing the client you understand what it is they value. Then you outline a strategy for your services to communicate the value to customers. You may also show a strategy to enhance the value through design. The submission would finish with a budget and projected return on investment based on a similar project.
Value pricing
In any resignation, price your service on the value they generate for your client, not the number of hours it will take.
Your design value proposition needs to show the value of your service that can return for the client and now you’re asking for a part of that increased value.
It does requires trust and confidence
As stated above in the value proposition definition it has to require the client to acknowledge the added value. This is only possible if the client respects and trusts the designer…i.e. you!