The Three Categories of Value Propositions You Need
When discussing value propositions, our clients know that there are two types of propositions that they need to have: quantitative and qualitative.
Quantitative value propositions or numerical value propositions that are clearly defined such as attendees getting access to a specific number of sessions, or sponsors getting access to a specific number of leads.
Qualitatively, we tell our clients to run through Maslow's hierarchy of needs. So these are value propositions that will evolve around belonging, security, esteem, or self-actualization.
However, we don't want associations to stop at just these two types of value propositions. Once you've crafted these two types, there are three categories that you should put the two types into to ensure that you have your value propositions correctly aligned with your customer.
The first type of value proposition category is individual value propositions.
These are value propositions that impact the individual who will be attending or will be a member directly. So these are things such as them having access to training, career advancement, job boards, discussion boards, etc. These are the resources and value that they will get directly by being a member or attending your event.
The second category of value propositions is organizational. These are value propositions that benefit the organization as a whole.
These can include things like lobbying, procurement discounts, or the more efficient employee that they will have as an individual, and how that impacts their organization as a whole.
For both of these categories of value propositions, you want to consider who you are serving. Just because you're a trade organization does not mean that you should lead with organizational value propositions and just because you're a professional organization does not always mean that you lead with individual value propositions.
You need to determine who is the actual end-user. So, if the person who is making a decision to be a part of your organization is just an individual, I would lead with individual value propositions but still include some organizational value propositions at the end.
Likewise, if it is more of organizational membership, or group attending an event, then lead with organizational value propositions, but still include individual value propositions to get their individual buy-in, in being a member or attending the event.
You want to focus first on the intention of the organization. Is it for the betterment of their organization, first and foremost? Or the betterment of the individual? And then secondary to that incorporate the other category of value propositions.
Finally, the third category of value propositions that you need to include are those for the purchasing decision-maker.
This category would include things that focus heavily on return on investment (ROI). So, whether the organization is paying for an individual to attend something, or the organization is paying for a corporate membership, they still need to understand why they should sign off on the purchase.
For them, you might make a one-sheeter that gives clear ROI and testimonials of what other people have done either individually or as an organization. So they can see testimonials from adjacent types of organizations like their own. Ultimately, if you mostly sell to individuals, then lead with individual value propositions and include organizational at the end for them to share buy-in. If you mostly sell to organizations, lead with organizational value propositions, but then still include individual at the end for individual buy-in. If you are creating collateral that is specifically for the purchasing decision-maker, then craft it as a sales document with why the decision-maker should invest funding for the product from the association so that it's clear on the value that they will be getting against the price to make it an easier sell for the organization to put spend behind your association.
