Back to Home

User menu (AIM)

  • Contact Us
  • Search
  • myAIM Learning Portal
Back to Home
  • Courses
    • Faculties
    • Short Courses
    • Online Short Courses
    • Mini MBAs
    • Microcredentials
    • Qualifications
  • For Organisations
    • Partner Pricing
    • Closed Cohorts
    • AIM Access
    • Tailored Learning Solutions
  • Public Sector
    • About
    • Contact
  • Information and Policies
    • Short Course Information and Policies
    • VET Information and Policies
    • Partner Pricing Terms and Conditions
    • Promotional Terms and Conditions
    • Staff Information and Policies
  • About AIM
    • Board of Directors
    • Executive Leadership Team
    • Careers at AIM
    • Blog
    • Latest News
    • Social Media
    • FAQ
  • Contact
    • Locations
      • AIM Adelaide
      • AIM Brisbane
      • AIM Canberra
      • AIM Melbourne
      • AIM Sydney
myAIM myABS
  • Courses
    • Faculties
    • Short Courses
    • Online Short Courses
    • Mini MBAs
    • Microcredentials
    • Qualifications
  • For Organisations
    • Partner Pricing
    • Closed Cohorts
    • AIM Access
    • Tailored Learning Solutions
  • Public Sector
    • About
    • Contact
  • Information and Policies
    • Short Course Information and Policies
    • VET Information and Policies
    • Partner Pricing Terms and Conditions
    • Promotional Terms and Conditions
    • Staff Information and Policies
  • About AIM
    • Board of Directors
    • Executive Leadership Team
    • Careers at AIM
    • Blog
    • Latest News
    • Social Media
    • FAQ
  • Contact
    • Locations
      • AIM Adelaide
      • AIM Brisbane
      • AIM Canberra
      • AIM Melbourne
      • AIM Sydney

You are here

Blog 3 Rules For Building a Value Proposition

3 Rules for Building a Value Proposition

Image
AIM Blog - 3 Rules for Building a Value Proposition

By: RAIN Group

A lot of new sellers are told something along the lines of: develop a value proposition, hammer your network, see what lands.

The problem is that a value proposition isn’t a one-size-fits-all sentence. It’s a collection of reasons why buyers buy, and it varies from one buyer to the next.

If you think of a value proposition not as a statement, but as a concept about why people buy, you’ve got a lot more to work with. It’s from that concept — the collection of reasons why someone would want to buy from you — that you can put your selling efforts to work much more effectively, communicating different components of that value in different ways for different situations.

Think of the value proposition as a three-legged stool:

  1. Resonate: Buyers have to want and need what you’re selling. Ask yourself, “Why act and why now?” In your outreach, you need to make the case for why it’s important and urgent to take the meeting. This should be the focus of your outreach messaging.
     
  2. Differentiate: Buyers have to see how you stand out from other available options. Ask yourself, “Why us?” This is your chance to make the case for why you're the best choice among the available options. While you can tease this in your outreach efforts, you want to build this over time in your conversations.
     
  3. Substantiate: Buyers have to believe that you can deliver on your promises. Ask yourself, “Why trust?” Make the case for why the buyer should believe in you, your offering, your company, and your ability to achieve the desired results. Sharing testimonials, case studies, and awards in your outreach efforts can go a long way here.

Take one component away and the whole thing collapses.

Your value proposition can and should be different from one buyer to the next. You’ll discover what it should be for each buyer through pre-outreach research and your conversations as you learn what they want, need, and who the competition is.

If you want to learn more best practices for building a compelling value proposition and filling your pipeline, explore the Consultative Sales Excellence short course from RAIN Group. For more training programs to build you into an excellent salesperson, please visit AIM’s Faculty of Sales.

AIM is celebrating our 80-year history of empowering Australians with the most relevant skills to achieve their career goals and seize the future. So that you can celebrate with us, we are offering 50% off all our Short Courses from the Faculty of Sales. To learn more about AIM’s history or take advantage of this offer, please visit https://www.aim.com.au/80-years.

Need more information?

ENQUIRE NOW
REQUEST CALLBACK REQUEST CALLBACK
LIVE CHAT

 Contact Us

Call AIM on 1300 658 337

 AIM Campus Locations

Adelaide | Brisbane | Canberra | Melbourne | Sydney | Virtual

Student Portal

myAIM 

Connect with AIM

       

AIM Zeize The Future

Our Vision: To maintain our position as the most relevant leadership development organisation and future skills trainer in Australia.

Our Purpose: To use our 83 years of experience to prepare Australia for success in a rapidly changing environment and empower people with the skills and confidence to seize the future.

Ground Floor, 7 Macquarie Place
Sydney NSW 2000

BUSINESS SCHOOL

  • AIM Business School  

FOR ORGANISATIONS

  • Training for Organisations
  • Partner Pricing
  • Closed Cohorts
  • AIM Access
  • Tailored Learning Solutions

PUBLIC SECTOR

  • Public Sector Training

Level 15, 120 Spencer Street
Melbourne VIC 3000

Courses

  • Faculties
  • Short Courses
  • Online Courses
  • Mini MBAs
  • Vocational Qualifications
  • Microcredentials

Ground Floor, 14 Childers Street
Canberra ACT 2601

About

  • About AIM
  • Careers
  • News
  • Blog
  • Social Media

Contact

  • Contact
  • Locations

Level 9, 295 Ann Street
Brisbane QLD 4000

INFORMATION AND POLICIES

  • Short Course Information and Policies
  • VET Information and Policies
  • How to Enrol (VET)
  • USI Information (VET)
  • VET Student Loans (VSL)
  • Partner Pricing Terms and Conditions
  • Promotional Terms and Conditions
  • Facilitator Information and Policies
  • Privacy and Collection Statement
  • Subsidised Training Opportunities
  • Smart and Skilled  
  • Sitemap

Level 6, 76 Waymouth Street
Adelaide SA 5000

Australian Institute of Management Education and Training Pty Limited (AIM); ABN 40 009 668 553; Ground Floor, 7 Macquarie Place, Sydney, NSW, 2000; AIM is a Registered Training Organisation, RTO Code 0049. The AIM Business School is a registered Institute of Higher Education, Provider ID: PRV12071, CRICOS registered, ID 03769D and an approved FEE-HELP provider.

Back to Top