A value proposition is created from the combination of a company's products and services, and the value gained by the customer. It is used to drive better business, and is essential to success for any business — without it, companies are at risk of losing customers and being drowned out in crowded marketplaces. Selling Your Value Proposition is a practical, user—friendly guide to establishing a streamlined customer—centric selling process to communicate and express value propositions, enabling companies to convey their value—creating stories to customers consistently. Featuring case studies and interviews with renowned business leaders and influencers, Selling Your Value Proposition demonstrates how value propositions adeptly position a business across a range of industries. The techniques and skills shared have all been honed through the authors' experience with more than 600 companies around the world, and clear, step—by—step guidelines will empower all readers to effectively focus their value propositions for competitive success.