We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Selling Your Value Proposition

Selling Your Value Proposition

How to Transform Your Business into a Selling Organization

Cindy Barnes, Helen Blake, Tamara Howard

From £24.99

Develop a clearly defined value proposition for your company and establish a streamlined, customer-centric selling process.

Buy product
Buy now

About the book

A value proposition is created from the combination of a company's products and services, and the value gained by the customer. It is used to drive better business, and is essential to success for any business - without it, companies are at risk of losing customers and being drowned out in crowded marketplaces. Selling Your Value Proposition is a practical, user-friendly guide to establishing a streamlined customer-centric selling process to communicate and express value propositions, enabling companies to convey their value-creating stories to customers consistently.

Featuring case studies and interviews with renowned business leaders and influencers, Selling Your Value Proposition demonstrates how value propositions adeptly position a business across a range of industries. The techniques and skills shared have all been honed through the authors' experience with more than 600 companies around the world, and clear, step-by-step guidelines will empower all readers to effectively focus their value propositions for competitive success.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: How the World Has Changed;
    • Chapter - 02: Why Businesses Need a Value Proposition;
    • Chapter - 03: How to Develop a Value Proposition;
    • Chapter - 04: How to Translate a Value Proposition into a Sales Proposition;
    • Chapter - 05: The Sales Process;
    • Chapter - 06: The Sales Story;
    • Chapter - 07: Winning Business: the 10 Laws of Value Proposition Selling;
    • Chapter - 08: Creating the Selling Organization;
    • Chapter - Appendix 1: Value Proposition Workshop Survey Results;
    • Chapter - Appendix 2: Case Studies;


We are living in the Age of the Customer. Selling Your Value Proposition provides leaders with fresh, insightful advice on how to drive the customer-centric business transformation our new world requires. The time has come for every employee to join the sales team, and Barnes, Blake and Howard provide a blueprint with powerful case studies to arm leaders with what they need to get started tomorrow. A must-read book for the Transformational Leader of the Future.
Cate Gutowski, VP Commercial Digital Thread, GE Digital

Packed with tried and tested tactics and dozens of examples from real organizations, this is an essential read for execs in large corporates or anyone who wants to be customer-centric (internal or external), innovate and stay ahead of the game.
Simon Gale, Procurement Director, Sony Europe

In Creating and Delivering Your Value Proposition the Futurecurve team helped companies tackle the central, most critical, question they need to address in order to be successful in the market: what is it that makes us unique? Put differently, why should your customers buy from you instead of your competitors? Now, in this terrific follow up book, they help companies translate their unique value proposition into a set of messages that the sales-force can use to drive growth. In doing so, the authors tackle a question that is just as difficult and vexing for managers: what would have to be true in the customer's world for them to want to PAY us for our unique differentiators? Together, these two books--packed with practical advice, tools and case examples--represent must-read material for B2B CEOs, sales leaders and marketers intent on driving growth in markets increasingly crowded with seemingly commoditized offerings.
Matthew Dixon, Group Leader, CEB, Co-author of The Challenger Sale and The Challenger Customer

If we keep looking at our customers through the same lenses, having the same conversations with them, telling them the same things, not properly hearing the answers, we wake up one day and we don't understand each other anymore and worse, we have been replaced. This book wakes us up and gives us a new way to look at our customers, how we should think about them and then transform the relationships that we have them.
Andy Head, Business Development Director, NATS

A must read for all executives seeking to gain, or further, their organization's advantage through deep and resilient relationships with customers.
Christopher Taylor, Executive Vice President - Strategic Development, Survitec

A critically important survival manual for a digital, disruptive age, in which your value proposition must continually evolve to keep up with connected customers.
Dave Gray, Founder of XPLANE and author of The Connected Company

Selling Your Value Proposition isn't only about your value proposition. It's about aligning everything your company does to put the customer at the center of it. Selling Your Value Proposition helps you align everything you do to create value experiences that are meaningful to your customers.
Dave Brock, CEO, Partners In EXCELLENCE

This book is essentially the most helpful business mentor you've ever met but in book form. As a leader from local government, where customers and sales are not familiar concepts I found its clear, concise and creative insights and methods empowering.
Andrew Grant, Chief Executive, Aylesbury Vale District Council

Selling Your Value Proposition provides insight, acumen and a clear understanding of how to effect organizational change - without turning the organization and its processes upside down.
Dr. Femida Gwadry-Sridhar, Founder and CEO of Pulse infoframe Inc.

In this superb book, Cindy, Helen and Tamara bring their expertise and experience alive with a clear road map to enable you to put together a powerful value proposition, translate it into a selling proposition and ultimately transform your business into an authentic, trusted 'selling organization'. If you're ambitious to win more business and grow your sales faster, this book is a must-read.
Gordon McAlpine, Entrepreneur, Mentor & Best-selling Author of ‘Scale Up Millionaire’

I recommend this book to both established businesses and the new generation of entrepreneurs who wish to create genuinely engaging companies in which the whole organization is totally focused on understanding and meeting customer needs.
Simon Robinson, co-author of Customer Experiences with Soul: A New Era in Design and Holonomics

Book Details

  • EAN: 9780749479916
  • Edition: 1
  • Published: 3rd May 2017
  • Paperback
  • Format: 234x156
  • 232 pages

About the Author

Cindy Barnes founded Futurecurve after many years with Capgemini where she led service development, sales, marketing, co-created new business units and was a client-side consultant. She is clinically qualified in Transactional Analysis.

Helen Blake has held senior positions for leading organisations including Accenture, Capgemini and KPMG. Helen is trained in Transactional Analysis and is a member of the International Transactional Analysis Association.

Dr Tamara Howard is a Harvard Graduate with business experience spanning the USA and Europe. Over her distinguished career Tamara has lead sales teams in selling many multi-million pound deals.

Cindy Barnes

Helen Blake

Tamara Howard

Related blog posts