Value Proposition

In sales, it is easy to get caught up on features, functions and the latest cools things that a solution offers.  But at the end of the day, what is most important is the value proposition that the solution presents to the potential buyer.  It is important to test your value proposition on potential customers before you endeavor on a large marketing blitz.  It is also important to modify your value proposition to the industry or market that the prospect is in. For example, modifying a value proposition for the government market versus the manufacturing market.