Impact Pricing Podcast

Memecast #60: Value Propositions are General

Your marketing department, your product managers, somebody in your company has probably created value propositions for your products. And I love these. These are great because hopefully we’ve taken the time to think about the average customer, the generic customer, what’s the real problem they’re trying to solve.

The key for us though, if we’re thinking about selling to individual buyers, is each buyer has a different set of problems. Each buyer is looking for a different set of results. What we want to be able to do is understand those value propositions and then query with the buyer where do they really feel the pain, what are the things this buyer is trying to get accomplished?

And a great salesperson is able to take the individual customers, or buyers, problems and translate that into perceived value in their minds.

“Each buyer is looking for a different set of results.”

– Mark Stiving

We hope you enjoyed this memecast. This impactful insight came from the book, Selling Value, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me

Now go make an impact.

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