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The Marketing Book Podcast: "Selling Your Value Proposition" by Cindy Barnes

Selling Your Value Proposition: How to Transform Your Business into a Selling Organization by Cindy Barnes, Helen Blake, and Tamara Howard

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After many years with Capgemini where she lead service development, sales, marketing, created new business units and was a client-side consultant, Cindy founded Futurecurve which applies best practices around innovation and psychology to sales, marketing, business development and strategy.

An engineer by training, she began her career running large scale factories for Smiths Industries. She later led R&D for Panavision where she developed a technical product range which is still their most profitable range to date.

Cindy is also the co-author of Creating and Delivering your Value Proposition.

The Host's Perspective:

This book is aimed at traditional businesses, new businesses and entrepreneurs that want to reconnect to their customers and provide products and services of genuine value to them. Any business that sets off to do this and stays with it will ultimately find itself with happier, more engaged customers and employees, solid revenues, and a successful sales process.

The authors explain that in recent years the term value proposition has captured the imagination of many businesses but it has also been misappropriated and misused. A number of people use the phrase value proposition to mean a wide variety of things. The most common misuse has been to treat value proposition as the same thing as sales proposition.

A value proposition is a blueprint for the whole organization to deliver genuine value to its customers and the value proposition helps a company to become more customer-centric. It is the sum of all the offerings and experiences that you deliver to your customers, during all their interactions with your organization.

Now, as easy as that was to explain, it can be challenging for an organization to execute that. In the book the authors explain why the entire company has to play a role in supporting the selling of the value proposition and why the customer has to be at the center of that – and those are just two of the “10 Laws of Value Proposition Selling.”

The most successful companies are truly focused on their customers and understand the value they deliver. And while most companies claim that they are customer focused, they’re not. But for those companies that can actually develop a meaningful value proposition and then deliver on it, it can reorient your business around your customer and provide an almost unfair advantage. This book will show you how to do that.

The most successful companies are the ones that are truly focused on their customers.

Listen to the Interview:


Show Notes

Selling Your Value Proposition: How to Transform Your Business into a Selling Organization by Cindy Barnes, Helen Blake, and Tamara Howard

Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale by Paul Smith (Marketing Book Podcast Interview)

The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson

Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value by Neil Rackman and John DeVincentis

The Nature of Business: Redesign for Resilience by Giles Hutchins

Liminal Thinking: Create the Change You Want by Changing the Way You Think by Dave Gray

Customer Experiences with Soul by Simon Robinson

Cindy Barnes' Website (FutureCurve.com)

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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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