Customers do not define value the same way, and no single product feature or service benefit resonates with every buyer. This session equips salespeople with a practical framework for understanding the four distinct types of value that drive customer decisions and perceptions. Participants will learn how to identify and assess each customer’s primary sources of value, develop targeted questions to uncover what truly matters, and quantify value in business-relevant terms. When applied consistently, these skills help sales teams protect margins, reduce price pressure, and clearly differentiate their offerings in competitive selling environments.

• Answering the question all prospects and customers have: “So what?” “What's in it for me?” “Why should I talk to you?”
• What do your customers and prospects value most?
• Sources of value.
• Value is the key to crafting questions and messages that create customer engagement.
• Learn to use value questions and propositions to generate a meaningful environment for customer engagement.

• Determine what your prospect or customer values using targeted questions.
• Assess your prospect's or customer's sources of value to position your products and services meaningfully.
• Create a compelling message for prospects or customers using value propositions.

• Participants use value questions to engage prospects in meaningful conversations that differentiate themselves, their solutions, and their properties.
• Participants use value propositions to deliver messages that compel prospects to respond to either voicemails or emails.

Create five value-based questions and five value propositions using the methodology outlined in the workshop.