Almost every B2B selling organization goes into a sale with some preconceived notion of their “value proposition” – that is the potential value they will bring to a customer and prospect. Unfortunately, not all value is equal in the customer’s mind and it certainly varies with each buying influencer – especially when they are much higher up the food chain.
I’ve long argued that too much emphasis was placed on the tangible aspects of value and not nearly enough was placed on the intangibles – those things that are real but can’t necessarily be quantified. The link below will send you to a recent HBR article written by folks from Bain that explores the elements of B2B Value.
Please pay particular attention to the Value Pyramid as I think you will find it very enlightening.