Structure Your Value Proposition
Identify your differentiation levers and formulate a compelling value proposition that resonates with your customers.
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Why structure your value proposition?
Without a clear value proposition, your prospects don't understand why they should choose you. Your sales team struggles to convince and your sales cycles lengthen.
Identify your true differentiators
Analyze weak market signals and customer expectations. Discover what truly makes you unique and valuable compared to your competitors.
Formulate compelling messages
Transform your strengths into ROI-focused, customer-benefit arguments. Create clear, memorable messages that trigger action.
Equip your sales teams
Deploy your value proposition across all your materials: brochures, website, sales scripts. Your teams speak with one voice, with impact.
Learning Objectives
At the end of this training, you will be able to:
- Identify the main strengths perceived by your customers
- Analyze expectations and pain points of your target segments
- Define your differentiation levers vs competition
- Formulate a clear and compelling value proposition
- Translate the value proposition into sales arguments
Target Audience
This training is for: Executives, Sales Directors, Marketing Directors, Product Managers
Program
Before the Training
- Identify the main strengths perceived by customers
- Bring concrete examples of positive or differentiating feedback
During the Training
Identify differentiation levers
- Analyze weak signals and emerging market expectations
- Use the differentiation diagnostic canvas to structure findings
- Prioritize elements that generate perceived value
Conduct sector benchmarking
- Study competitive positions and unoccupied value zones
- Map differentiation opportunities
- Define relevant innovation axes
Create differentiating messages
- Formulate ROI-focused arguments with customer proof points
- Work on clarity and impact using the benefits formulation grid
- Validate messages with peers
Test and validate in the field
- Put messages to the test through customer simulations
- Gather feedback using the structured feedback canvas
- Adjust messaging based on customer perception
Integrate differentiation into tools
- Deploy messages across materials: brochures, website, scripts
- Create the differentiation toolkit
- Define next deployment steps
Teaching Methods
- Methodological contributions (Value Proposition Canvas)
- Work on your real cases
- Co-construction workshops
- Cross-feedback between participants
The specialist in sales and customer relations for 20 years
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Frequently Asked Questions
What is a value proposition?
A value proposition is the promise you make to your customers. It clearly explains why they should choose you over a competitor, highlighting the concrete and differentiating benefits of your offer.
Who is this training for?
This training is designed for executives, sales directors, marketing directors and product managers who want to clarify and strengthen their value proposition to sell more effectively.
How do you use the Value Proposition Canvas?
The Value Proposition Canvas helps you match your customers' jobs, pains and gains with your offer's features, pain relievers and gain creators. It's a powerful visual tool for building an aligned proposition.
How does the practical implementation work?
80% of the training is devoted to practice. You will work on your own offer with diagnostic exercises, benchmarking, message formulation and testing your messages with your peers.
Is this training eligible for OPCO funding?
Yes, KESTIO is Qualiopi certified. This quality certification enables funding of our training programs by OPCO. Contact us to get a personalized quote and coverage terms.
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Our team is available to answer all your questions about this training.
Hours: Monday - Friday, 9am - 6pm (CET)