Build

Proposition, ICP & Positioning

Different people explain what you do differently. That's a proposition problem, not a training problem.

Your situation

Every salesperson — including you — describes the offer slightly differently. Prospects who should be an easy yes take longer than they should to convince.

What's really going on

Without a defined ICP and proposition architecture, every commercial conversation starts from scratch. That inconsistency isn't a communication issue — it's a missing piece of the commercial system.

What we examine

Who actually buys, and why
The problem that triggers a purchase decision
How the offer is currently explained
What evidence exists that it works
Where the message changes depending on who's selling

What you get

ICP definition

Customer problem / buying trigger

Proposition architecture

Value proposition

Messaging hierarchy

Proof / evidence requirements

Sales narrative

How the work runs

Diagnose

Where the current proposition is inconsistent, unclear, or unsupported by evidence.

Plan

A proposition architecture and messaging hierarchy the whole team can use the same way.

Execute

Rolling the new narrative out across sales and marketing materials, with coaching where needed.

What changes in the business

Everyone selling the business tells the same story — and it's the story that actually gets prospects to buy.