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Author: David Haynes


We all belong to a sales organization.

Often when this statement is made, there is a chorus of "No we are a service organization," or "We are doctors, lawyers, architects, etc."  This is simply not the complete story. Something has to be sold, whether you are a charitable organization, provide services,  or Apple, Inc., there is a buyer and a seller. The fact is: If you work for yourself or work for Google, you are part of a selling organization.

This leads to the question - How do customers/clients make a buying decision? Many firms will talk about their people, or that they went to school with the client, or other such things. I agree these may be factors, as well as price can be a determining factor. However, customers want to receive 'value.' Value is defined as the relative worth of goods or services.

How do you position or define the 'value' of your goods or services? A value proposition is the method of conveying your company's value. What is a value proposition? In essence, it is about turning a customer from saying ‘so what' to gladly willing to spend money. Also, a strong value proposition reduces 'price' as the only determining factor. When all things are perceived as equal, price will become the final determining factor.

Let us start with what a value propositions is not:

In reality, it is all about faster, better, stronger. This may seem obvious until you start listening to your company's marketing speech. Does your company website or company management, say:

This all may well be true, but leads buyers to say "so what?" 

How do you put together a value proposition and how should it be stated?

This post was originally published on David’s blog Connecting the [Data]...

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       David Haynes
David Haynes, NCARB, PMP, LEED AP
Ideate Director of Consulting

David is a Registered Architect, Project Management Certified Professional, who previously had his own architectural practice and was President of a commercial design–build construction company for 15 years. A graduate of University of Arizona, he has worked as an Architect, contractor, developer and as a national construction manager for a national retailer. David currently provides business process analysis, data integration, and change management solutions for AEC clients across the United States involved in the design and construction industry. Follow David on Twitter.