BUILDING A VALUE PROPOSITION

Target Audiences

Field salespeople, sales managers, management

Course Length

Variable

Overview

The Building a Value Proposition workshop focuses on clearly understanding your competitors’ unique selling propositions and positioning your organization to sell effectively against them. Topics that are reviewed and discussed in depth include:

  • The purpose of the value proposition within the context of the offer
  • What an “influencer” is within the context of the offer, and why and to what extent the “influencer” should be considered
  • The differential advantage within the context of the offer
  • The concept of customer value (attributes, benefits, and value)
  • The process of building a value proposition

Knowledge and Skills

Participants will bring their knowledge of particular offers and their marketplace to the workshop. Participants will learn to:

  • Build an influencer map
  • Develop and/or refine the statement that defines their organization’s differential advantage
  • Determine the value of the tangible and intangible benefits of their organization’s products and services – from the customers’ perspective
  • Build and/or refine a value proposition

Course Format

This course combines lecture, case studies, and activities in a workshop format that focuses on what a value proposition is and why a value proposition is important. Prior to the workshop, members of the organization’s leadership team and the workshop facilitator will meet to discuss and evaluate the status of their current offer(s). With the organization’s specific needs and goals in mind, the discussion will help the organization’s team determine the length of the workshop. This decision is based on a number of variables including the status of the current marketplace analysis, the type of analysis that must be completed to continue the work of building the offer(s), and the capabilities of potential workshop participants. As a result, Building a Value Proposition may be completed in a half day, or it may be completed in one day. Other considerations for the team include:

  • Topics and activities to emphasize during the workshop
  • Pre-work that participants must complete prior to the workshop

After the workshop, the workshop facilitator will contact the organization’s leadership team to address any “parking lot” and/or follow-up issues identified during the workshop.