Description: The authors explain what a value proposition is and how to build and deliver one. They argue that, contrary to the norm, value propositions cannot rest on unsupported marketing claims, but must be created at a strategic level and expressed in measurable terms.
Review Quotes: "Value Propositions are the most useful selling tools marketing has ever created, although - up until now - theres been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need."-- "Neil Rackham, author of SPIN Selling and Visiting Professor at Portsmouth and Cranfield BusinessSchools"