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Value Selling

Value selling is a Messaging approach in which features and benefits are mapped to distinct value propositions that help sell. These value propositions are in turn mapped to specific customer types and are essential to good Positioning.

In theory, value selling works better than simply “benefits selling”, let alone “features selling”.

For example, Box.com might say:

Box is a single, secure, easy-to-use platform built for the entire content lifecycle, from file creation and sharing, to co-editing, signature, classification, and retention. Transform your business with a new approach to content.

Where the value selling Messaging Map looks like this:

Features: “single, secure, easy-to-use, file creation and sharing, to co-editing, signature, classification, and retention” 
Benefits: “for the entire content lifecycle / a new approach to content”
Value: “transform your business”

Note that in a given piece of actual copy, these elements may be completely intermixed, hinted at, or omitted, depending on what’s most effective. Value selling is applied universally though, allowing for variations in how companies use it in their sales and marketing.



Value selling typically applies to product-based B2B solutions and has nothing to do with value pricing, though the terms are sometimes used interchangeably. It's a method for generating sales and marketing arguments but not a pricing method.