Value Proposition Design and Sales Messaging

Buyers ignore sellers who cannot say clearly why they matter. This programme helps marketing and sales teams design sharp value propositions and messaging that speak to customer pains, gains and alternatives. Participants build a message framework they can reuse across pitches, proposals and campaigns, grounded in the competitive realities of African markets.

What you will be able to do

Map customer pains, gains and jobs to be done for a chosen segment.
Design a value proposition that is specific and defensible.
Differentiate the offer clearly against real alternatives.
Build a message framework for use across sales and marketing.
Craft proof points and stories that make claims believable.
Test messaging with real buyers and refine it.

Course outline

01Why weak messaging loses deals
02Understanding customer pains and gains
03Segmenting for relevant messages
04Designing the value proposition
05Differentiating against alternatives
06Building the message framework
07Proof points and customer stories
08Testing and refining messaging

Who should attend

Product marketers, brand and marketing managers, sales enablement staff and business owners shaping how their offer is described.

Dates, venues and fees

Dates	Venue	Days	Fee
17 to 18 Aug 2026	Nairobi	2	US$1,100
24 to 25 Aug 2026	Durban	2	R10,000
31 Aug to 1 Sep 2026	Johannesburg	2	R10,000
14 to 15 Sep 2026	Mauritius	2	US$1,100
21 to 22 Sep 2026	Dubai	2	US$1,100
28 to 29 Sep 2026	Lagos	2	US$1,100
5 to 6 Oct 2026	Harare	2	US$1,100
12 to 13 Oct 2026	Kampala	2	US$1,100
19 to 20 Oct 2026	Dar es Salaam	2	US$1,100
26 to 27 Oct 2026	Pretoria	2	R10,000
2 to 3 Nov 2026	Cape Town	2	R10,000
16 to 17 Nov 2026	Online	2	US$900
23 to 24 Nov 2026	Mozambique	2	US$1,100
30 Nov to 1 Dec 2026	Cairo	2	US$1,100
7 to 8 Dec 2026	Accra	2	US$1,100
14 to 15 Dec 2026	Lusaka	2	US$1,100
21 to 22 Dec 2026	Kigali	2	US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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Training a whole team?

We can run Value Proposition Design and Sales Messaging privately for your team, on your dates and built around your own systems. Group delivery is usually more cost effective from about six delegates.

Run this in-house