Sales and Marketing

Value Proposition Design and Competitive Differentiation

Most organisations describe themselves in words their competitors also use, which leaves the buyer with price as the only visible difference. This course finds a real one. Delegates work through what a customer is actually trying to achieve and the obstacles in their way, then through the difference between a benefit anyone could claim and one this organisation can prove. Competitive analysis follows, focused on what competitors genuinely do well rather than on a dismissive summary. Positioning choices are covered, including the customers to decline, since a proposition that fits everyone persuades nobody. Testing a proposition with real buyers is addressed, along with the responses that indicate it has not landed. Translating a proposition into sales conversations, marketing material and pricing follows. The course closes on defending a position as competitors respond and on knowing when a proposition has stopped being true.