By Charles H. Green, Contributing Editor
Freud famously wondered, "What do women want?" Professional services (and most B-to-B salespeople) wonder, "What do buyers want?" Unlike Freud, however, they often think they know the answer.
The received wisdom—very often—is that buyers want "a compelling value proposition." As John Caddell, of Caddell Insight Group, puts it in his blog post, "Another Kind of Value Proposition":
The term "value proposition" has been in vogue in business-to-business sales for twenty years or more. In short, it means that a product for sale must, in essence, create more money (in increased revenue or reduced costs) than it costs to purchase. "If you buy my widget for $x, you'll get $5x back over the next 10 years," or something like that... The value proposition is a very logical concept. That is its beauty and its limitation.
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