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Exemples
Nadia Sebati accompagne des dirigeants et des équipes commerciales et
a choisi comme slogan « Vendre avec plaisir ».
Elle propose à ses clients d'améliorer leurs compétences commerciales en
y trouvant du plaisir (ce qui n'est pas toujours évident, notamment pour
les entrepreneurs qui n'ont jamais été confrontés à la vente avant de
lancer leur entreprise). Sa proposition de valeur est « Transmettre le
plaisir de la vente aux chefs d'entreprise ».
Plus célèbre, la marque Actimel s'est rendu célèbre avec le slogan « Renforce
vos défenses naturelles ». Avec ce slogan, Danone nous expliquait
qu'en consommant sa boisson lactée, on allait aussi faire du bien à sa
santé. Ce qui est au cœur de la proposition de valeur d'Actimel.
La notion de proposition de valeur est intrinsèquement liée à la cible client.
Elle doit répondre à la question : quelle valeur est-ce que j'amène à mon client
cible ?
Elle doit se formuler de façon simple et compréhensible pour quiconque
vous lit ou vous entend parler (s'il est dans votre cible ou susceptible de vous
envoyer des clients : inutile de rendre votre proposition de valeur compréhensible
par un enfant de 4 ans si vous proposez des solutions de business
intelligence).
Cette proposition de valeur servira de base à vos outils de communication, à
votre pitch et vous aidera à parler simplement de votre offre à vos partenaires
et clients potentiels. C'est pour cela qu'il est important qu'elle retranscrive le
bénéfice de votre produit ou de votre service avec les mots de votre client. Le
vocabulaire employé a une importance cruciale.
36

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