It’s time to start reverse engineering value propositions. The fastest way to earn a prospect’s trust, and potentially close the deal, is not by extolling the benefits of your product or services; rather, it’s by demonstrating your knowledge of and concern for your prospects’ challenges. Lisa Dennis, President of Knowledgence Associates, details how important it is to develop value propositions from the outside in, and ways to successfully work with internal teams to create your messaging.

A value proposition should demonstrate your knowledge of the customer or prospects’ situation, challenges, objectives – how they’re needing to respond to the markets that they’re in – and then, specifically, how your solution helps them address that.”

Lisa Dennis | President, Knowledgence Associates