Includes bibliographical references and index.

Cover; Contents; List of contributors; Foreword; Acknowledgements; Introduction; 01 How the world has changed; What companies try; What not to do; References; 02 Why businesses need a value proposition; A road map for success; Why start with a value proposition?; The difference between price and value; Realigning around a common vision; Customer interactions, the good and the bad; References; 03 How to develop a value proposition; The Value Proposition Builder"; Market; Value experience; Offerings; Value hierarchy; Alternatives and differentiation; Proof/evidence; Value Proposition Blueprint." See things from the customer's viewpointReferences; 04 How to translate a value proposition into a sales proposition; Understanding what customers value; How customers see you; Identify your core skills and capabilities; Decide where to place propositions on the Value Pyramid"; Create customer-centric propositions; Choose the right sales approach(es); Frame the sales proposition in the right story; Make sure that everything you do supports your sales propositions; Case studies: value propositions to sales propositions; References; 05 The sales process; Stages of the sales process. What is happening at each stage of the cycle?The four sales types; The buying cycle; References; 06 The sales story; When does the story begin?; Why a story?; Lessons learned; Different sales behaviours; Team selling; References; 07 Winning business: the 10 laws of value proposition selling; Law 1: the whole company plays a role in supporting the sales process; Law 2: the customer is part of the business system; Law 3: the structures and behaviours of a business must be kept in balance with each other. Law 4: sales behaviours must be directed towards helping the customer gain maximum value from sales offeringsLaw 5: understand and be clear about the difference between marketing and selling; Law 6: ensure that all business processes support the market positioning; Law 7: don't try to change everything all at once; you need an evolutionary plan; Law 8: use the sales process as a guide and select the appropriate sales approach and style for your market positioning; Law 9: you can't mix your selling styles in one meeting. Law 10: this process --
the value proposition work and organizational adjustments --
never stopsReference; 08 Creating the selling organization; Ways to create the selling organization; Small, semi-autonomous teams; Decentralized organizations; Simple processes; Industrial democracy; Lean start-up; Clear, open culture; Powerful values and purpose; What next?; References; About the authors; Index.

A practical guide that will enable readers to develop a clearly defined value proposition for their company, and establish a streamlined, customer-centric selling process to sell that value proposition.