Proposition Development

Developing new propositions or modifying propositions for particular clients/markets requires particular skills. Selling to clients who have not yet recognised the need requires particular skills. This course helps people to develop the skills and focus on current issues.


Competition has meant that we need to develop propositions beyond mere products and services. Propositions that are relevant for a particular market segment or target prospect.

Bringing new ideas to market requires special skills. Good, successful salespeople and managers will often fail when it comes to new propositions or the creative application of existing products and services.

This course provides the key methodologies and skills required.

Who Should Attend
Any manager or salesperson involved in defining or selling new propositions.

2 Days


Selling Skills (Proposition Development) – Course Objectives

Participants will learn:

    • how propositions can be selected (or objectives set) depending on the position in the value chain
    • how good questioning affects their decision
    • the key elements in proposition design
    • how to identify barriers to entry and applicable benefits
    • the key elements of Proposition Positioning
    • the key aspects of an effective ‘Elevator Pitch’ and will design one for their proposition
    • the key differences between selling a proposition when the prospect has identified
    • the need and selling a proposition where the prospect has not yet identified the need
    • how to introduce a new proposition as part of a sales meeting
    • how to introduce a new proposition later in the sales process and how to decide when it cannot be done.


Selling Skills (Proposition Development) – Course Outline

Proposition Selection
The Value Chain
Data required for positioning
Common errors

Designing The Proposition
The Proposition Development Blueprint
The Proposition Gem
Developing the Offering

Barriers & Benefits
Barriers to Entry/Exit
Exercise and Discussion
Proposition benefits

Positioning issues and models
First Mover and Second Mover advantages and disadvantages
Value Chain

The Elevator Pitch
Common errors
Elevator Pitch situations
Key elements of success

The Role Of Creative Selling
Common errors
The Buying Decision and the role of Creative Selling
Differences between Creative Selling and Solution/Consultative Selling
The profile of innovative prospect personnel

Creative Selling Early In The Sales Process
Introducing the idea
Common errors
Creating a ‘flowing’ meeting
Customer involvement

Creative Selling Later In The Sales Process
Profile for prospect personnel
Techniques to be applied