Sellers use value justification or value analysis to close opportunities. Creating a formal value analysis focused on what differentiates the seller’s proposed solution is critical to keep buyers from selecting a competitor’s solution. It also protects the seller from losing the opportunity to no decision when the buyer doesn’t see the value and decides on an alternative use of that capital that seems to have a higher return on investment.

Sellers will want to ensure that the final value proposition is inclusive of all benefits needed and investments to be made. This may require sales conversations with numerous beneficiaries. Not only does this approach spread the potential benefits to others, but it creates a more robust return on investment scenario. This, in turn, creates consensus and a true compelling reason for a buying organization to take organization.




Dario Priolo
Author:
Dario Priolo, Chief Marketing Officer

Dario is SPI's Chief Marketing Officer and Demand Generation practice leader. He has over 15 years experience running marketing and demand generation functions in global sales and human capital consulting firms, and consulting with professional services and technology clients on these matters.

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