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Designing Value Propositions for Sales Conversations

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What’s in this whitepaper?

Value Propositions are powerful sales tools.  Value selling delivers results.  CRM data from B2B organizations that have adopted value selling demonstrate that opportunities where a Value Proposition is used result in: (1) 5-15% higher win rates and (2) 5-25% higher price outcomes. That said, sales tools are only useful if they are designed to support effective customer conversations by customer-facing teams.  The content and usability of a Value Proposition matter to the success of any value selling effort.

Download Designing Value Propositions for Sales Conversations to learn:

  • Who should have the customer value conversation
  • The 4 themes involved in designing Value Propositions for sales teams
  • Which graphs communicate value most effectively
  • How Value Propositions help engage customers and differentiate
  • The 4 steps to test a Value Proposition
Peyton Marshall

Peyton Marshall

Peyton Marshall is CEO and Chairman of the Board of LeveragePoint where he works actively with successful B2B enterprises in implementing value selling. For 15 years he served in senior management roles in healthcare products and IT companies, having been CFO and Acting CEO of Panacos Pharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and CFO of The Medicines Company through their initial public offering and the commercial launch of Angiomax®. Before that, he was an investment banker for 12 years in London at Union Bank of Switzerland, and at Goldman Sachs where he was head of European product development. He has served on the faculty of the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College and a PhD in Economics from MIT.

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