Most companies use generic value propositions that talk almost exclusively about their own products and services, and almost nothing about the customer.  Where value propositions fail is when they are designed to "convince" a customer of the reasons for them to buy.  This is a "push" type of marketing communication, rather than a "pull" or "entice" strategy.  Nothing entices a prospect more than a company that speaks in their language, to their specific concerns or situation, and offers a solution that directly addresses it.  A list of generic features and benefits almost never accomplishes these goals.  The hardest lesson a marketing or sales person can learn is that discussing value with a customer or prospect is not about company they represent - it's only and always about the customer. 

This workshop is designed to be highly interactive and focused on your value propositions. Each attendee will be asked to bring in their value proposition to work on as part of the exercises in this two-hour session.

Topics covered include:

• How to really define what your customer’s objective is in their language

• How to frame your offer to address only their specific needs without throwing in every product or service

• Develop and deliver benefit statements that not only make you stand out, but creates action in the customer’s mind

• 4. Leave the workshop with a new draft version of a value proposition that hooks a customer