Value-Story Selling™: Define and test new ideas visually

Value-Story Selling™ One-day workshop

In this one-day Value-Story Selling™ workshop you will draft a visual value story to test your new product or service concept with prospects and customers. You will learn a fun, visual method for defining what you do and testing it with customers. And you will develop the all-important 30-second summary of your value proposition, also known as the “elevator speech.”

Value-Story Selling™ encompasses development of a value proposition, market research in the form of structured conversations with customers and prospects, and communication of the message in pictures supplemented with words.

In this training you will draft a one-page Value-Story™ visual concept rather than developing a written plan. The one-pager can be completed later and used to get feedback from customers. An illustrator skilled in information design will be on hand to assist in development of the visual concept.

You will learn how to:

Frame your value proposition in terms most relevant to your customer.
Get fast, honest feedback from prospects and customers about what you plan to sell before investing in product design.
Select the market niche that highly values what you do and will pay for it.
Adjust the features and benefits of your product or service so that it attracts paying customers.

At the end of this workshop you will carry home:

A draft visual concept that can be finished later and used to test your assumptions about the value your organization delivers to customers.
A draft of your key marketing message that can serve as the kernel of your organization’s marketing communications program.
A draft 30-second “elevator speech” version of your organization’s value proposition.

Who should attend?

Founding executives and entrepreneurs seeking an efficient and visual means for testing their ideas in the marketplace.
Engineers or technical team leaders in larger organizations who want to build a story for what they do and sell it inside or outside their organizations.
Operational managers and chief administrators in larger organizations who are responsible for defining and communicating successful initiatives.
Marketing professionals seeking a fast, proven method for developing marketing strategy, especially prior to investing in a communications campaign.