A powerful value proposition does more than describe a product—it opens the door to meaningful conversations with customers and sets the stage for real competitive advantage. This session focuses on how businesses can stand out in crowded markets by crafting value propositions that truly resonate with decision-makers. We begin by exploring the fundamentals of market positioning in B2B contexts, then dive into three distinct types of customer value propositions—unpacking what it takes to build and deliver each effectively.
Participants will learn how to collect actionable insights directly from customers and use that data to construct clear, compelling value models. You'll also gain hands-on experience with tools like value case histories and value calculators, which help sales teams communicate and support the proposition with confidence. By the end of this training, you'll not only be equipped to refine your own value proposition but also understand how it can serve as a strategic anchor for long-term business performance.