What Is an Effective Sales Strategy and Organizational Model for Multi-Product, Diversified Business Solutions?

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As many companies grow, their product lines become increasingly diverse, and the traditional sales model built around a single product struggles to keep pace with market demands and internal business development. So how should companies establish new, more effective sales strategies and organizational models for their different products (or product lines)?

The Value Proposition is a cornerstone concept in marketing and sales. It involves designing and communicating the core value your products and services deliver to a target market and target customers.

Another related concept is the Unique Selling Proposition (USP). The key difference is that a USP is the part of your value proposition that specifically differentiates you from competitors.

Some argue that a value proposition should be quantified (as shown below), but that's not quite right. It should first be qualitative. Quantification typically requires building custom models for each customer to analyze and calculate value, which moves you into the realm of value-based selling methodologies.

As a presales professional, your team should be the absolute best in the entire company at articulating—and even designing and refining—the value proposition. Why? Because you're the ones directly engaging with customers. You can't rely on the product management team to hand you a value proposition that resonates with customers and addresses their needs.

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As B2B companies increasingly tailor their products and solutions to specific customer situations, presales team members must possess the necessary knowledge and experience to effectively support sales in qualifying and pursuing customer opportunities.

Value-based selling methodologies enhance the performance of both sales and presales teams.The Value Proposition addresses sales challenges throughout the entire B2B sales cycle. For account managers and sales representatives, it aids in call preparation, builds sales confidence, helps qualify opportunities, and engages customer executives early in the cycle. For presales professionals who join the customer-facing team mid-cycle, the value proposition is a critical method for tackling presales challenges and maximizing their impact.

Recently, we designed a value proposition sales framework to think about the relationship between B2B product focus and customer customization. Some sales teams handle a single product. Many more are diversified, either focusing on product and service packages or selling solutions built on multi-product platforms. At the other end of the spectrum, the focus is on custom solutions. Presales roles and titles—such as product manager, subject matter expert, technical sales, solutions consultant, sales engineer, and solutions architect—typically reflect both the company's product focus and the presales role in customization.

In this article, we'll explore more specifically how the value proposition helps sales and presales professionals tailor content and solutions for customers.

聚焦单一产品

- Single Product Focus -

Presales professionals working alongside sales representatives focused on a single product often hold titles like presales, product manager, business development representative, technical sales, and subject matter expert. Our product is strategically important. It's new and innovative. It's our only product. Our key product is the natural first step, the first module for entering a new customer; only after this product is implemented do our other products and solutions become more meaningful to the customer. In most cases, the customer is often a net-new account, or at least new to the relevant business unit, even if not entirely new to the enterprise.

This focus strategy typically aligns with a set of customer technical and implementation challenges that inevitably arise during the sales process. For any innovative product, or any product requiring significant customer change, the sales challenges usually include:

Convincing the customer that our product can deliver

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