Salespeople don’t lose margin because they lack motivation. They lose it because they’re stuck on the wrong side of the Value Challenge. It’s a phrase I’ve used for years — and it sits at the heart of the Value Challenge Framework™. But the value challenge isn’t one single issue. It’s really two challenges, layered together: 🧠 The Strategic Value Challenge …
I was reading a psychology book the other, and I started to wonder why it wasn’t written in English. It looked like English. The words were there. But I found myself rereading every sentence two or three times to make sense of it. And even then, I wasn’t sure I understood it. While I was wrestling with the text, it …
What is a Value Proposition? A value proposition is the clearest way to communicate why a customer should choose you over the competition. It’s not just about what you do—it’s about the difference you make. For a value proposition to be effective, it must: ✅ Resonate – Speak directly to your customer’s priorities and pain points. ✅ Differentiate – Show …
In my 30+ years in sales training and consultancy, I’ve seen countless professionals struggle with the “value challenge.” To meet the Value Challenge you need to “Understand, communicate and deliver outstanding customer value, and get paid for it!” Many sellers know their product inside and out, but when it comes to articulating its worth, they falter. This often leads to …