Your solution delivers value to buyers in different ways. This field guide presents the four types of value a buyer may see in your solution – Business, Experiential, Aspirational, and Personal – along with guidance for uncovering them and messaging each effectively. Use these approaches to better connect with buyers and personalize value messaging throughout the sales process.

Don’t make value messaging a guessing game. Instead, ask questions about how the buyer’s challenges are impacting their business currently and listen closely to the responses. The way buyers describe challenges they face, or opportunities they hope to capitalize on, will build your roadmap for value messaging. When in doubt, continue to ask more questions until you have a clear understanding of the impacts of the challenges that the buyer faces.