Weekend Reading: “Selling Your Value Proposition” by Cindy Barnes

For the 152nd episode of The Marketing Book Podcast, I interviewed Cindy Barnes, co-author with Helen Blake and Tamara Howard of Selling Your Value Proposition: How to Transform Your Business into a Selling Organization.

The authors explain that in recent years that while the term value proposition has captured the imagination of many businesses, it has also been misappropriated and misused.

So what is a value 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.

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” covered in the book.

A bit more about the book…

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.

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