A value proposition means to embed central, customer-driven images and associations in all communication and sales activities.
Each supplier contact or product contact thereby intends to evoke specific associations with the customer. The value proposition needs to be as concise as possible, closely aligned with the preferences of the target group and at the same time differentiable from the competition. If these three factors are given, the value proposition highly impacts the purchasing behavior.
Value propositions are often accompanied by symbolic-emotional elements and functional-technical implementation. Therefore, they must be deeply and consistently embedded within the sales and benefit argumentation of the individual sales employees in order to present a customer-specific version of the technical and economic customer benefits.