Map your solution onto the buyer's specific problem and translate it into quantified value in their terms, so value is established before price ever appears.
Pull the buyer's problem, impact, and desired outcome from discovery, and map your solution onto each. If a part of your solution does not map to a problem they actually have, leave it out. A proposal about them beats a proposal about you.
| The buyer's problem or need (from discovery) | The part of your solution that addresses it | The outcome it produces |
|---|---|---|
For each outcome, translate it into what it is worth to the buyer, quantified wherever you can.
| Outcome | Value in their terms | Quantified estimate (time, money, risk) |
|---|---|---|
Features describe your solution; value describes what it does for the buyer. A buyer who sees value in their own terms experiences your price as a fraction of a benefit. A buyer who sees only features experiences it as a cost.
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