In past posts and writing, I’ve taken a pretty strong stance on how the concept of value propositions has been misused. Too much of the time, organizations treat it as the static, silver bullet that causes customers to buy.
I have argued that value is in the eye of the buyer and to truly present value, sales and marketing professionals need to understand their what their customers value and address those needs specifically. Value is personal, each individual involved in the buying decision is different and the job of sales professionals is to determine and present value for each of those people.
In the latest issue of Business Solutions Magazine, Chris Loringer has written an outstanding sidebar article on “Sell Using Value Propositions.” It should be required reading!
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