Win over your clients with powerful statements that convince them how your proposal matches your client’s needs

What you will learn

Understand what a value proposition is and why it is important

Understand how to define a value proposition

Review samples and templates of value propositions

Work through a case study on how to apply the concept in applying for a job.


We need to convince, and in the business world, we need to get to the point and state our case quickly and effectively. To help us do this, employing the “Value Propositions” technique helps clarify our thinking on what is important to the person we are speaking to. This course helps improve your communication skills and how you manage your relationships.

The course includes:

  • What is a Value Proposition
  • Define a Value Proposition
  • Value Proposition Framework, examples and case study.

This course is the second in a series that cover our “VITAR” framework for Relationship Management. Relationship Management is a core skill for anyone who needs to interact with people to get the job done. Different approaches, values, ways of communicating, empathy, ego and authenticity are all important considerations, yet in the bustle of our daily lives, we either forget, rely on our innate stock of skills because they have worked in the past or just muddle through. We could get the job done far quicker, but we need to unlock the code of Effective Relationships to do so. Having a solid “Value Proposition” is one of the keys that unlock that code.

To understand where this course fits into the “VITAR” framework for Relationship Management Series, Search for the FREE course in Relationship Management / Overview by Jon Baxter.

Benefits of applying the VITAR Framework for Relationship Management:

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Become a Trusted Advisor

  • Move away from taking orders to being called for advice
  • Recognise the fundamental principles behind trust
  • Check-in with your influencing behaviours
  • Understand AND practice “soft skills” of persuasion and influence

Enable Clearer Communications.

  • Manage expectations consistently
  • Adjust your style of engagement
  • Start with your audience’s challenges in mind

Early and Senior Engagement

  • Access Decision Makers earlier in developing ideas based on trust and credibility.
  • Inspire confidence to deal with Senior Stakeholders

Gain Role Clarity

  • Best practices for enabling relationship management
  • Clarify a colleague’s contribution
  • Hold people to account




Main Course

We need to convince
A constant process of refinement
The “hook”
The pain points
The Value Proposition Framework
Sample Value Propositions
Case study
Reflections and Thanks

The Big Picture

The Big Picture

Bonus Section

Bonus – Next steps