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One of the most common questions I am asked in the Win/Loss analysis process is, “How do we create a value proposition to get our customers or non-customers to participate in a Win/loss conversation?” Include the value proposition as to why you are reaching out to interview each customer and prospect. The value proposition will vary depending whether the company chose your product or a competitor’s.

Interviewers seems to want to have a one size fits all value proposition. That’s not how it works: this is an individual you want to connect with. How would you like to be presented with a one-size fits all value proposition if the roles were reversed? It might feel phony, and you sure won’t feel very important since you can sense a generic value proposition.

That said you can lead in with a generic value proposition such as the following:

  • We…

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