As an article in the Harvard Business Review pointed out, the basic value proposition can be expressed very simply:
(Values – Costs) > (Valuea – Costa)
Values = the value of your solution
Costs = the cost of your solution
Valuea = the value of the next best alternative
Costa = the cost of the next best alternative
As you can see, you don’t have to have the lowest price to have the greatest value. What matters is the difference between value obtained and price paid. If you can convince your buyer that your solution offers the biggest delta between value and cost, you have a very good chance of winning.
You probably remember that we said in Chapter 5 that a well-crafted statement of results or outcomes must meet ...