MODERN SELLING
Is your “unique selling
proposition” creating value
for your customers?
By Robyn Haydon
H
ow are sales in your
business right now? Are you
winning the business you
truly deserve to win? If not, you
may have a value problem. Fixing
this problem starts with changing
the way we think about, and define,
“business development”. The work
of business development is to
build value that customers can buy.
22 ModernBusiness
October 2016
The work of sales and marketing is
to go out and sell value, once it has
been created.
Sales and marketing are functions,
while business development is
an organisation-wide, cultural
intention. Everyone in your
business has a role to play in
value creation, and therefore also
in business development. When
we are wondering why a sales
or marketing effort hasn’t been
successful, it is often because
we aren’t investing in business
development; we aren’t actually
making a concerted effort to build
commercial value that customers
can buy. As a result, our sales
and marketing teams are often