## Value Tables – The Value Column (part 1)

In the first Value Tables post, you learned about the first four columns, PSRV, Problem, Solution, Result, Value.  The substance of the table is the value column.
It is very hard to do the Problem and Results column without knowing where you are heading in terms of value.  But it’s also very hard to do the value column without knowing the problem and the result.  For that reason, we are going to start with the Value column.  Then we will go to the problem and the result columns in the next post.  We will revisit value after that.
Quick preview.  In the future, value will be more than one column.  For now, it is a single column.
Our goal, especially in the B2B world, is to put a dollar value in that column for every marketable feature.  That number isn’t a guess.  It’s a calculation based on business acumen.  When a salesperson has a value conversation with a buyer, that number is provided by the buyer, not the salesperson.  This implies that value is different for each buyer, which it is.
The easiest way to learn about value tables is to start with a single buyer in mind.  Then consider a single feature or the product as a whole.  How much value in dollars does that product or feature provide to that buyer?
Let’s do an “easy” B2C example, solar energy.  Bob’s house has a South facing roof.  He uses 800 kWh of electricity per month.  A solar expert explains to Bob that his roof will hold enough panels to produce about 400 kWh per month.  Saving 400 kWh per month would save Bob \$50 per month.  How much value will Bob get?  If he believes those numbers, he gets \$50/month.