Creating and Communicating the Value Proposition


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A value statement is a non-customer specific presentation of your organization’s general capabilities and/or the standard features of your products and solutions. We often find value statements in product brochures and other forms of advertising. Details are not provided but seeds are planted to stimulate interest which will allow the conversation to continue.

A value proposition, on the other hand, is a commitment you make to a targeted customer to make them more successful as a result of utilizing your solution. It is the value that your solution brings to a specific customer within a specific account. Typically, value propositions need to be specific to the customer organization as well as to the individual with whom you are meeting. In this course, we’ll show you the importance of a value proposition and how to create it and target it for each customer.

Learning Objectives

Upon completion of this course, you will be able to:

  • Know the difference between a value statement and a value proposition
  • Present your company’s products and capabilities in a way that enhances the customer’s value
  • Create a value proposition for a customer organization
  • Create a value proposition for a person in the customer organization
  • Present a value proposition that creates an incentive for a customer to do business with you

Source File Format

Storyline 360, Storyline 3

Course Features

Course Duration: 25 minutes

Professional Voice-Over Narration


Resource Attachments


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