Sales Presentations For Dummies. Julie M. Hansen

business decision influenced by an item that probably cost the Doubletree less than a nickel. Doubletree found an innovative way to break out of the commodity business by communicating their value proposition – a warm reception and the promise of a consistent, quality experience – in a simple and memorable way.

Understanding the difference between features, benefits, and value

      You’ve managed to communicate some value in order to secure a presentation, but be assured your competitor has – and will – be tightening its focus on value as well. You now need to step up your understanding of value in order to use it to your full advantage.