The document discusses how to create an effective value proposition for sales. It notes that buyers are often focused on functional benefits rather than broader business impact. Additionally, buyers may resist proposed changes and prefer messages framed around sensory experiences like visual or auditory examples. The key takeaway is that an effective value proposition modulates the message to address functional focus, attitudes toward change, and sensory preferences in order to demonstrate a solution's broader benefits.

1. Productivity
through
effectiveness
The Ultimate Sales executive Resource
The Adaptive Value Proposition
November 10, 2009
Christian Maurer

2. What is the Problem
Put aside the
generic pitch
please!
#1 item to improve by sales people to bring more value to the relationship according to :
IDC Customer Experience Panel, January, 2009
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3. Agenda
• Purpose of a Value Proposition
• Hurdles for the Messages
• How to jump them
• Q&A
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© 2009 Christian Maurer All rights reserved

4. The Purpose of the Value Proposition
What? Buy?
yes no
How much?
Unique?
Proof?
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© 2009 Christian Maurer All rights reserved

5. The Purpose of the Value Proposition
What? Buy?
yes no
How much?
Unique?
Proof?
Perceived Future In Use Value > Cash
Value
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© 2009 Christian Maurer All rights reserved

6. Litmus Test
What?
How much?
So What?
Unique?
Proof?
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© 2009 Christian Maurer All rights reserved

7. What? “So What” Hurdles
How much?
Unique? Functional Focus
Proof?
Attitude to Change
Sensory Predicates
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

8. What? “So What” Hurdles
How much?
Unique? Functional Focus
Proof?
Attitude to Change
Sensory Predicates
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© 2009 Christian Maurer All rights reserved

9. Hurdle #1: Functional Focus
Financial
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10. Hurdle #1: Functional Focus
Financial
CFO
Purchasing
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11. Hurdle #1: Functional Focus
Financial Technical
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12. Hurdle #1: Functional Focus
Financial Technical
CIO
User
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© 2009 Christian Maurer All rights reserved

13. Hurdle #1: Functional Focus
Financial Technical Business
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© 2009 Christian Maurer All rights reserved

14. Hurdle #1: Functional Focus
Financial Technical Business
CEO
VP Business Division
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© 2009 Christian Maurer All rights reserved

15. Source: Back Cover of a Fortune Magazine Europe Edition
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© 2009 Christian Maurer All rights reserved

16. Poll 2
Q: Which Focus is addressed
Financial
Technical
Business
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17. Technical
Source: Back Cover of a Fortune Magazine Europe Edition
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18. What?
“So What” Hurdles
How much?
Unique?
Proof?
Attitude to Change
Sensory Predicates
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

19. Hurdle #2: Attitude to Change
ar s
s
ts
s
s
on r
rd
e
ie
si to
is
iv
a
at
Vi ova
at
gg
m
rv
La
ag
In
e
ns
Pr
Co
Source: “Inside the Tornado” by Geoffrey Moore
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

20. Hurdle #2: Attitude to Change
na rs
es
s
s
ds
i st
rie
sio to
tiv
ar
Vi ova
at
va
gg
m
er
In
La
ag
ns
Pr
Co
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

21. Hurdle #2: Attitude to Change
nd
n
g
uo
vo lty
tio
in
hi
Q
n lv
Re ve
be
lu
io so
us
No
ft
at
ol lem
le
St
be
ob
ut
to
Pr
ar
Ev
Fe
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

22. Hurdle #2: Attitude to Change
nd
n
g
uo
vo lty
tio
in
hi
Q
n lv
Re ve
be
lu
io so
us
No
ft
at
ol lem
le
St
be
ob
ut
to
Pr
ar
Ev
Fe
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

23. Poll 3
Q: Proof to a visionary: "We have done this before”
pass
fail
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© 2009 Christian Maurer All rights reserved

24. Poll 3 Results
Q: Proof to a visionary: "We have done this before”
pass
fail 100%
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© 2009 Christian Maurer All rights reserved

25. “So What” Hurdles
What?
How much?
Unique? Sensory Predicates
Proof?
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© 2009 Christian Maurer All rights reserved

26. Hurdle #3: Sensory Predicates
Visual
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27. Hurdle #3: Sensory Predicates
Auditory
Visual
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28. Hurdle #3: Sensory Predicates
Auditory
Visual
Kinesthetic
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© 2009 Christian Maurer All rights reserved

29. Not to be Used in a Manipulative Way
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30. Not to be Used in a Manipulative Way
Hippocratic Oath
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31. Take Away
Functional Attitude Sensory
Focus to Predicates
Change
Message Modulator Box
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© 2009 Christian Maurer All rights reserved

32. Take Away
Technical
Bu
ial
nc
si
ne
na
ss
Fi
Functional Attitude Sensory
Focus to Predicates
Change
Message Modulator Box
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

33. Take Away
Technical
Pragmatic
Bu
al
d
Vi
i
ar
nc
si
si
gg
ne
on
na
La
ss
Fi
ar
y
Functional Attitude Sensory
Focus to Predicates
Change
Message Modulator Box
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

34. Take Away
Technical
Pragmatic
Auditory
ic
et
Bu
al
d
Vi
th
i
ar
nc
si
si
es
Vi
gg
ne
on
na
in
s
La
ua
ss
Fi
K
ar
l
y
Functional Attitude Sensory
Focus to Predicates
Change
Message Modulator Box
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

35. Productivity
through
effectiveness
The Ultimate Sales Executive Resource
c_a_maurer@ceoexpress.com
http://ultimatesalesexecresource.blogspot.com/
Full replay available at: http://bit.ly/1ls0ng
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved