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How to create your Compelling Value Proposition

This video from shows how to create a compelling value proposition to differentiate you from others.
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Last updated 7/2013
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  • 23 mins on-demand video
  • 5 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
Be able to communicate clearly and succinctly what you can offer a customer to differentiate yourself from others
Be able to deliver your "elevator pitch" in 20 seconds or less !
Understand the difference between a compelling value proposition and a customer value proposition
View Curriculum
  • This course is designed for anyone in a management position. If a new new manager the content will act as a guide. If a manager with several years of experience, the content will provide tips and suggestions to hone your skills. If an experience manager with many years experience, the content will act as a refresher.

Being good at what you do professionally, and being good at selling what you do – usually requires two completely different skills sets.

And one of the first steps to selling your products or services really effectively is knowing – and being able to communicate succinctly and confidently – what you can offer a potential customer which differentiates you from anyone else.

This is sometimes called “an elevator speech” – the idea being that you can deliver this statement within the average 20-30 second elevator ride. 

Most people call it a CVP or Customer Value Proposition.  We think there’s a better name – your Compelling Value Proposition.  The customer piece is obvious – indeed who else would you be demonstrating your value to?  But compelling has a deeper meaning – it’s about your belief in what you do for your customer.

Who is the target audience?
  • Managers
  • Leaders
  • Coaches
  • Sales
  • Service
  • Senior VPs
  • VPs
  • Business Owners
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Curriculum For This Course
Expand All 11 Lectures Collapse All 11 Lectures 36:57
Introduction to creating a compelling value proposition
1 Lecture 00:00
Video modules
4 Lectures 13:31

What do you say when asked, “what do you do?”

Why do we use the word “compelling” instead of “customer”?

Why do you need a compelling value proposition?

Why is there a focus on benefits and problems?

What do you do ?
3 questions

What is your own CVP?

How have you structured your CVP?

How does this compare to the example within the video?

What are the three key elements of a powerful CVP?

How to develop your CVP
2 questions

What are the four essential steps to work through to create a CVP?

What do you really sell?

What key problems do your products/services solve for your customers

What is the payoff for the customer for solving these problems?

How to prepare your CVP
4 questions

How to put it all together

What is your ideal CVP?

How should you use your CVP?

What arrangements will you put in place to practice this regularly with your colleagues?

What will you do to reinforce your understanding of this module? 
How to put it all together
3 questions
Detailed Notes & Key Point Summary
2 Lectures 00:00
Detailed Notes
6 pages

Key Point Summary
1 page
Putting it into practice
4 Lectures 09:26
This video provides a practical guide to adjusting your CVP to different situations.
Putting into practice - adjusting your CVP to different situations

Adjusting your CVP to different situations - detailed notes
3 pages

This video provides a practical to guide for anyone seeking to create their CVP; in this case we have used a mortgage broker to demonstrate how they could create a CVP to differentiate themselves in the market place.
Putting it into practice - how to create your CVP as a Mortgage Broker

How to create your CVP as a mortgage broker - detailed notes
3 pages
About the Instructor
4.4 Average rating
11 Reviews
149 Students
6 Courses


Chartered Accountant by profession, MBA by necessity, Business Owner at heart and Creative Thinker with a passion for learning !

Applied 10 years of thinking after running large scale sales teams in large corporates (where teams consisted a Managers, Sales Managers, Investment Advisors and Financial Planners) to create  

The Idea being that the internet allows you to provide content in a scalable manner so that decentralised teams can benefit from world standard learning material that is packaged in a way to meet the different ways that people learn and which puts the user in control of their own learning.


The face of our videos, David Dowe, is regarded as one of the best coaches in his field. With over 20 years experience, he has received plaudits from CEOs to COOs, Exec General Managers and front-line Managers. David has worked with a who's who of mid to large sized companies in Australia, the UK and Europe.

Learning and development professional specialising in sales and leadership development.

20 years’ experience across a diverse range of blue chip organisations, including Financial Services, IT, Healthcare and FMCG. Has a reputation for successfully leading L&D teams which enable organisations to achieve results and improve ROI. Builds sales force effectiveness based on structure, focus and practical management procedures, together with excellent standards of leadership, communication and engagement.

Specialties:Transforming sales teams and driving high performance sales & service cultures.
Results focused coaching and performance management, including executive level coaching.
Coaching sales teams to pitch for and win complex commercial deals.

Please see our bios on Linked in for more details !

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