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    Blog Category // Value Story

    Crafting Compelling, Customer-Specific, Value Propositions

    Posted by Bob Apollo, May 08, 2025
    I imagine most of us have probably heard the term “value proposition”. It’s widely used in B2C marketing. But how does the ...

    Top sellers are storytellers

    Posted by Bob Apollo, Oct 12, 2022
    This article first appeared in the October 2022 edition of the International Journal of Sales Transformation, and is ...

    Answering every new customer's 4 key questions

    Posted by Bob Apollo, Jun 29, 2022
    If your prospective customer is seriously evaluating a new project that involves both a significant investment and a change ...

    Are your salespeople three whys men (and women)?

    Posted by Bob Apollo, Jul 06, 2021
    For my latest article for Top Sales Magazine, I’ve decided to explore the power of three whys and a who... When it comes to ...

    Refining our customer’s value story

    Posted by Bob Apollo, Mar 25, 2021
    Regular readers will know that I have been evangelising the critical importance of customer-specific value stories for a ...

    Creating collective value through customised value

    Posted by Bob Apollo, Dec 11, 2020
    I recently made what I hope was a compelling case for creating a customer-specific unique value story for every significant ...

    What’s your customer’s unique value story?

    Posted by Bob Apollo, Nov 10, 2020
    Generic value propositions, although they might be of some use in persuading potential prospects to make initial contact ...

    Your customers don’t care about your so-called “solutions”

    Posted by Bob Apollo, Nov 03, 2020
    Everywhere you look, sales organisations of all descriptions are promoting their so-called “solutions”. It’s become such an ...
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