The Problem

You may know you are better than your competitors. Your competitors may even know it. But if your customers don’t, they won’t pay more for your product. To get the price premium that your differentiation commands, you need to reinforce that positioning through value messaging in all your points of communication with the buyer.



The Solution

  • Buyer Personas
  • Competitive differentiation maps
  • Positive differential value
  • Value stories
  • Value statements


With this phase completed, it is time to move on to Phase 14: Negotiation Guidelines.