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Targeting your value proposition for the relevant executive

Because the real buyer may be found outside the C-suite, this author tells how to identify the relevant executives and develop a corresponding value proposition based upon three components of value.

Author(s): By Stephen J. Bistritz, Ed.D., Sales author, lecturer and Founder, SellXL

Publication Date: 1/31/2017

Resource Type: Velocity magazine

Subject Tags: Skills & Competencies

Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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17. Targeting Your Value Proposition for the Relevant Executive

Many organizations construct standard or feature-based value propositions that often target technical buyers, economic buyers or users within the broad customer organization. While these value propositions can be meaningful, they do not typically generate interest with C-suite executives. What senior executives expect today is a customer-focused value proposition that describes your differentiated value, thereby creating a sense of urgency for them to take action implementing your solution. What's most important to successfully delivering a meaningful value proposition is to first identify the relevant executive in the client organization and to then articulate your three components of value: namely, your personal value, the company value, and solution value in both a qualitative and quantitative way. Taken together, these three components of value enable you to construct a value proposition that clearly defines your differentiated value. As part of this session, Dan Stredler will describe his experience in changing organizational focus from feature-based value propositions aimed at the technical buyer to creating value propositions aimed at the relevant executive in the client organization.

Author(s): Steve Bistritz, President and Founder , Learning Solutions International; Daniel Stredler, Director, Global Strategic Accounts , Abbott Diagnostics

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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17. Targeting Your Value Proposition for the Relevant Executive

Many organizations construct standard or feature-based value propositions that often target technical buyers, economic buyers or users within the broad customer organization. While these value propositions can be meaningful, they do not typically generate interest with C-suite executives. What senior executives expect today is a customer-focused value proposition that describes your differentiated value, thereby creating a sense of urgency for them to take action implementing your solution. What's most important to successfully delivering a meaningful value proposition is to first identify the relevant executive in the client organization and to then articulate your three components of value: namely, your personal value, the company value, and solution value in both a qualitative and quantitative way. Taken together, these three components of value enable you to construct a value proposition that clearly defines your differentiated value. As part of this session, Dan Stredler will describe his experience in changing organizational focus from feature-based value propositions aimed at the technical buyer to creating value propositions aimed at the relevant executive in the client organization.

Author(s): Steve Bistritz, President and Founder , Learning Solutions International; Daniel Stredler, Director, Global Strategic Accounts , Abbott Diagnostics

Publication Date: 5/23/2016

Resource Type: Video

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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