Creating Need and Differentiation

This highly interactive workshop focuses on a proven process to differentiate yourself in a dynamic marketplace—whether you’re faced with a new product, new market, or new competitor. Apply ValueSelling’s repeatable process to your sales, marketing and product materials by reverse-engineering the buyer’s requirements and creating a need for your unique capabilities over the competition.

For: Marketing, Other

Learn To:

Link your differentiators to the buyer’s problems

Create value propositions that result in premium pricing

Leverage a simple process and tool to develop relevant messaging

Create questions that will engage your target buyers in conversation

Uncover buyer need for what you do better than the competition

Compete effectively in key market segments and revive product lines

Workshop highlights

  • Review the ValueSelling Framework® and establish the ValuePrompter® as the framework for the process of need creation
  • Assess the current communication mediums, such as datasheets or brochures, to test content against that which motivates a prospect to listen and act
  • Learn the process of working backwards from existing differentiators to the problems they solve
  • Role-play a case scenario customized to your company’s products and services with the objective of increasing the size of your transaction
  • Create a distinction between the different types of issues and problems existing within an organization, and identify how to target appropriately

“I would attribute a lot of our success as a company to the ValueSelling Methodology. It helps us craft the right message without gaps.”

Rob Wiens

Managing Director, Sequoia Enterprise Solutions