Selling Today: Partnering to Create Value, 14/e

Custom Fitting and Communicating the Value Proposition

A well-informed customer will usually choose the product that offers the most value. Therefore, salespeople need to position their product with a value proposition. A value proposition is the set of benefits and values the salesperson configures to meet and exceed their customers’ specific needs. The value proposition presented by Porsche promises driving performance and excitement.7 Kinko’s, which is now part of FedEx, is attempting to differentiate itself from Sir Speedy, AlphaGraphics, and print shops found at Office Depot, OfficeMax, and Staples. The new value proposition promises that 1,200 FedEx Kinko’s locations offer a breadth of services unparalleled in the industry. These new centers ...