What is the biggest mistake businesses make in communicating their value propositions to customers?
This was selected as Best Answer Everyone brings up good points. Here are my $0.20: 2 cents inflation adjusted. 😀 Before your question can be answered, the question that should first be asked is: with whom are you speaking? My comments below speak from an admittedly narrow perspective of selling software to the enterprise so your mileage may vary. Are you speaking with senior executives? The senior executive doesn’t care about features and functionality. They want to know that either you are going to decrease their expenses (CapEx or OpEx) or increase their revenues (by increasing the capacity of existing revenue streams or by adding new ones). So a frequently made mistake is that quantifiable numbers are not presented where as much of the data as possible comes from an objective third party (e.g. Gartner, Forrester, etc.) If you take a top-down sales approach (my personal recommendation) then after you have piqued the interest of the senior executive you will get _pushed_ downward (
