‘This book is essential reading for strategic marketers and those involved with setting go-to-market and product strategy. If you really want to generate returns on your activities, don’t invest in any programmes without reading this book first. In my view it perfectly balances a practical hands-on approach, depth of content, and critically – is peppered with relevant case studies. For me, the most compelling part of the approach is the way it neatly dovetails strongly into The Challenger Sale approach. In my experience it’s essential to understand and craft your total value proposition first as this provides the ideal baseline from which sales can tailor their Challenger stories for maximum resonance’. -- Greg Wilson – European & UK Strategic Development Manager, Canon Europe
‘Don’t invest in any marketing, go-to-market or customer experience programmes without first taking on board the approaches in this book.’ -- Les Mara – BPO Head of Europe, HP
'Value propositions are the most useful selling tools marketing has ever created, although - up until now - there's been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need.' --Neil Rackham, Author of Spin Selling and Visiting professor at Portsmouth and Cranfield Business Schools.
'Ninety percent of directors don't know what the components of a strategy are (HBR 2008). Even fewer know what a value proposition is, yet it's this which makes the difference between success and failure. At last there is now a practical and very readable book spelling out how to build a value proposition. I commend this book to you.' --Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management.